Integrated Campaign | Content Strategy
Back On Track | Sports Medicine Campaign
After the trainers became the face of sports medicine, the next step was showing what they actually do. Real athletes, and the trainers who got them back in the game, told the story in their own words.
Context
Families knew the trainer. They hadn’t seen the results.
The previous year’s campaign made the athletic trainers recognizable, but trust in a trainer didn’t automatically become choosing St. Elizabeth when someone in the family needed orthopedic care. Most people still thought of sports medicine as something for high school and college athletes, not for the active adults in the stands.
Action
Every video paired a trainer with the athlete they helped.
The campaign turned to the other side of the trainer relationship: the athletes. Shot and edited in-house over a two-day shoot, each 30-second video paired a trainer with a real athlete from their school: a dancer back on the floor, a pitcher back from Tommy John surgery, a soccer player back after ankle surgery. Patient testimonials carried the same message to weekend warriors, adults 35 to 55. Every partner school received a ready-to-share kit of its own video, images, social posts, and email copy, along with a personal letter asking them to share it, and the stories ran across arena video boards, hospital screens, social, and YouTube.
Result
Success stories, shared by the schools themselves.
The campaign turned each partner school into a channel, carrying the message through the accounts families already followed. Trainers and athletes became recurring faces on social and on arena screens, and a year-end compilation video brought every story together.
Video