Helping UCSF Health’s brand campaign connect with the city it celebrates

The UCSF Health network is recognized throughout the world for innovative patient care, advanced technology and pioneering research.

The Challenge

UCSF Health’s reputation for addressing the most complex clinical challenges is only part of UCSF’s brand narrative. While well-deserved, it wasn’t reflecting UCSF Health’s critical role in treating the everyday needs of San Francisco and its people.

Kiosk partnered with UCSF Health to deliver A Love Letter to San Francisco, an omnichannel brand campaign that changed people’s perceptions of the brand and drove measurable results.

Insight

For authentic impact, a campaign emphasizing love for San Francisco needs to show up in ways that connect with SF residents as they go about their daily lives. Kiosk needed to make the campaign become part of the fabric of the city it celebrates.

The Solution

Kiosk created and executed a San Francisco-centric media campaign encompassing everything from TV spots alongside SF’s much-loved sports franchises, to experiential art installations at the Union Street Festival, and a striking, hand-painted street mural by noted SF artist Maxfield Bala. Reflecting the city’s rich cultural diversity, we ran extensive Spanish language creative, shared UCSF’s messages of pride with the city’s LGBTQ+ community and more.  

With 190 out of home placements, Kiosk wrapped the city in UCSF love. Keeping it authentic, we engaged local influencers for content creation, integrated with NBC Sports to be part of the Giants post-game show and kept the campaign rolling with primetime Olympics integrations.

By the numbers