Challenge:
After weathering a storm of controversy in the press, it was decided to promote two of the University of Medicine and Dentistry of New Jersey’s brightest stars—their nursing school and their medical school.

 

Action:
Extensive research was conducted and homed in on the positive contributions UMDNJ had made in medicine as well as cutting-edge research. A print and out-of-home recruitment campaign was created for both schools to promote their accomplishments and to leverage the positive reputation of its affiliate, The Cancer Institute of New Jersey.

 

Result:
UMDNJ’s image significantly improved, while student enrolment for both schools increased dramatically.