News
Mangan Holcomb campaign for Baton Rouge hospital
wins Best of Show in Louisiana awards competition
One story featured in campaign earns Rudy Award for patient
LITTLE ROCK, Ark. (May 25, 2010) – The second phase of the “We Believe” marketing communications campaign developed by Arkansas-based advertising agency Mangan Holcomb Partners for Our Lady of the Lake Regional Medical Center in Baton Rouge, La., has won the coveted Best of Show in Strategy and Best of Show Overall – Frank V. LeBlanc Award in the Louisiana Society for Hospital Public Relations & Marketing’s annual Pelican Awards competition.
The campaign’s second phase promotes six Our Lady of the Lake comprehensive healthcare services: Hearing and Balance Center, Heart Center, Incision-Free Acid-Reflux Surgery, Rehabilitation, Stroke and Trauma. The excellence of these services is conveyed through the life-changing and -saving stories of six Our Lady of the Lake patients (not actors).
One of the featured patients is 17-year-old Calob Leindecker, a star high school football player whose leg was crushed in an auto accident and required amputation. Today, through the efforts of the Trauma and Rehabilitation programs at Our Lady of the Lake, Calob sports a state-of-the-art prosthetic leg and is, in his own words, “one of the only people in the world to step on the football field with a prosthetic leg.” Calob’s story has garnered national attention; in February, he received the inaugural Most Inspirational High School Football Player in America Rudy Award. The Rudy Award is given in honor of Daniel “Rudy” Ruettiger, the Notre Dame football player who saw 27 seconds of playing time during his entire college career and is the only Fighting Irish player to be carried off the field on his teammates’ shoulders. His story inspired the 1993 movie Rudy.
The “We Believe” campaign features six TV spots and is supported by print and billboard advertising, a campaign-integrated website and extended-length videos of each patient’s story on the Our Lady of the Lake website and YouTube channel.
In addition to winning Best of Show, Our Lady of the Lake was honored with seven Pelican Awards for print advertising, television advertising and online video, among others – all creative executions developed as part of the “We Believe” marketing communications campaign. This year’s Best of Show honor is Mangan Holcomb’s second Pelican Award.
The Pelican Awards are given each year “to honor exemplary efforts in hospital public relations and marketing” among Louisiana Hospital Association members.
Our Lady of the Lake Regional Medical Center is one of numerous regional healthcare brands Mangan Holcomb works with, including Children’s Hospital of Wisconsin, Le Bonheur Children’s Hospital in Tennessee, Via Christi Health in Kansas and Arkansas’ own St. Vincent Health System. The agency also works with several healthcare specialty clinics based in Little Rock.
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