Project: Rebranding Client:   Public Health return to our work

How can we make health simple?

By Not Letting the Words Get in the Way

Nurses, doctors and health workers knew they had a great program to help people with heart and lung conditions get healthy and stay active. They also knew "Cardiovascular Respiratory Rehabilitation Program" wasn't helping to tell that story. They asked Communication Solutions to develop a brand which would increase awareness of the program, was attractive to a wider group of people and would increase referrals from community physicians.

The challenge was to take a very complex group of medical conditions and simplify the language so it would resonate with a broad variety of people, and still keep a serious and accurate 'tone.' In addition, we needed to describe the program's service promise, and yet make sure everyone understood that the program would guide a healthy recovery - not offer a passive 'fix' to the problem.

The program rebrand as the "Vascular Improvement Program" accomplished these objectives. It was serious enough so it appealed to the medical community, yet through the acronym "VIP" became understandable by all participants. The tagline "Put your heart in it" further reinforced the program's approach to self-management.

Services Provided

Branding
Print Promotion
Display Booth

Results

Since the rebranding process, the VIP has evolved into a high profile program, with broad community interest and a supportive physician referral base. Based in the Tournament Capital Centre, one of Kamloops' showcase community facilities, the VIP is widely recognized as a 'best practice' heart health program by improving self management skills and exercise compliance.