Breath of fresh air in healthcare repositioning

In centuries past, the ‘cure’ for pulmonary diseases was often for clean, refreshing air in the mountains or seaside. Today, medicine has evolved much farther. Now, a mile above sea level, at the base of the Rocky Mountains, National Jewish Health puts clean air to work.

The institute is one of the US’ two longstanding top pulmonary care centres, as determined by U.S. News & World Report. Its groundbreaking treatment of tuberculosis and other pulmonary diseases has made Denver the go-to place for pulmonary medical care. Capitalising on that renown, a new brand positioning seeks to put fresh air at the heart of National Jewish Health’s brand.

Launching a new strapline, ‘Breathing Science is life’ and introducing new creative work, New York agency DiMassimo Goldstein is helping to reposition the organisation’s brand. “The word ‘inspire’ literally means to ‘put breath into’ someone,” DiMassimo Goldstein’s chief creative officer and CEO Mark DiMassimo says. “Working with National Jewish Health to relaunch, refresh and extend their brand inspires us every day.”

The graphic work elaborates on that theme, saying ‘We breathe science so you can breathe life.’ It also puts close-up images of medical professionals, some with a nicely positioned set of lungs in place of the word 'breathe' in the phrase ‘We Breathe Science.’

The campaign will continue throughout the year as patients’ stories are highlighted to exemplify the work done by National Jewish Health.