Reimagine a diverse PA profession together
The Challenge:
The PAC wanted to do a campaign that would help them stand out and build awareness for their upcoming membership program.
The Problem:
We view people in the medical field as heroes but not everyone is treated the same. Students of color face unique challenges when pursuing medicine, including lack of support and representation in the field.
The Insight:
Sometimes it’s your turn to step up and help the heroes.
The Idea:
The Hero Helper, a marketing campaign that speaks directly to audience needs and positions ThePAC and their membership as the support PA students need.
The Execution:
A hero ad that highlights the complex journey of PA students of color and positions ThePAC as the bridge to overcoming those barriers.
The Results:
Fox61 News feature & interview, cementing ThePAC’s credibility in the healthcare space
9 new partnerships secured with accredited universities
2,700 new community memberships gained during launch
25% increase in Instagram followers
The Team:
Strategist/Copywriter/Producer: Keisha “Kay” Williams
Art Director/Graphic Designer/Producer: Jennifer Matthews