Created by Repense Comunicação, the campaign includes a film for closed-circuit TV, pieces for digital media and a web series
Hcor has launched a campaign to highlight its authority as a cardiology reference in Brazil, in commemoration of Red September, associated with awareness and prevention of cardiovascular diseases. Created by Repense Comunicação, the campaign was developed based on the concept “Hcor and the city”, highlighting the multidisciplinary quality and strategic location of the hospital, in the central region of São Paulo, with the slogan “Hcor in the heart of the city”. The strategy includes a film for closed TV, digital media pieces and a web series.
The digital content associates the heart with different parts of the human body, which in turn are related to famous places in São Paulo, reinforcing the importance of taking care of one’s health in a comprehensive way. With titles such as “The heart’s rhythm follows the breath of the lungs” and “Feed your heart with healthy choices”, the pieces are related to Ibirapuera Park and the Municipal Market, combined with the need to practice physical activities and maintain a good diet to take care of the heart. The brain and bones are analogous to libraries, universities and the city’s historic center.
“Hcor was born as a cardiology hospital and, for 48 years, has been dedicated to caring for people’s hearts. With the campaign, in addition to reinforcing the institution’s authority in this area and its multidisciplinary work, we are expanding care throughout the city, helping to prevent various diseases or preventing them from developing and becoming highly complex,” says Marcos Riva, executive manager of communication, marketing and patient experience at Hcor.
The film features original music and summarizes the campaign concept with scenes from the city, doctors and the Hcor structure. The song is performed by hospital employees, discovered in a talent show promoted by the institution. The strategy also includes a web series with four episodes that bring together doctors from the hospital and were recorded in locations in the city that serve as metaphors for the body parts highlighted in the campaign.
“From a geographical point of view, Hcor is a central point of reference, with easy access and always present in the daily lives of São Paulo residents. From an emotional point of view, it is part of the history of thousands of patients and their families, representing a feeling of hope and a reality of care, dedication and problem-solving”, explains Daniel Chagas, head of creation at Repense.