Upstate University Health System is the premier academic medical center and biomedical research enterprise in upstate New York. Our efforts focused on “knowing changes everything”, as the brand promise and distinct market position. As part of an integrated strategy to position Upstate as the brand of choice, we launched an image campaign that included print and broadcast. Built around consistent messaging, the campaign empowered consumers to make more informed healthcare decisions, ultimately leading them to Upstate as the right choice.