VCU Medical Center urges a ‘Shift for Health’ in new marketing campaign

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Small shifts in an everyday routine can mean big outcomes for one’s overall health and well-being.

That is the goal of Virginia Commonwealth University Medical Center’s new “Shift for Health” marketing campaign. The theme nods to the medical center’s exclusive medical sponsorship of Richmond 2015 UCI Road World Championships.

The campaign, developed by the Neathawk Dubuque & Packett agency, will include initiatives to engage employees, patients and visitors to make small changes in their day that can lead to big differences in their lives. In addition to a digital presence – including a website and video and social media components –  several collateral pieces will be visible around the hospital and parking decks, all displaying the same gear shift symbol consistent throughout the campaign.

Some initiatives of the campaign will include a wellness theme each month leading up to the championship in September, and a series of posters at every elevator encouraging people to use the stairs instead. Events and activities across the campus, mostly centered on cycling, will be used to boost excitement about the capstone event.

“While our participation in this important international event is consistent with the world-class health care we provide, it also demonstrates our commitment to the health and well-being of the communities we serve,” said Cynthia Schmidt, chief of marketing of VCU Health System. “As cycling shines a spotlight on Richmond and VCU Medical Center this year, ‘Shift for Health’ ensures that the legacy of our sponsorship and promotion of wellness lives on.”

Visit or follow #Shift4Health to learn more about the campaign.


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