More than 12 million people tuned in to watch the first round of the 2024 NFL Draft on Thursday night and they might have noticed the presence of a prominent health system during the broadcast.
With the draft taking place in Detroit this year, Henry Ford Health rolled out a 60-second ad in support of its We Go For It campaign to celebrate its home city.
Narrated by Detroit Lions head coach Dan Campbell, the spot underscores the health system’s commitment to providing care to the Metro Detroit area as well as the state of Michigan as a whole.
Campbell’s message about having the willingness to go for it while the game is on the line — a trait that has defined his tenure atop the franchise – is something that Henry Ford Health sees as coinciding with its mission.
Importantly, Henry Ford Health serves as the official healthcare provider or the Lions.
“Coach Campbell is the embodiment of courage, resilience, and unwavering commitment. I see those same qualities every day in our 33,000 team members and our incredible patients,” said Heather Geisler, EVP and chief marketing, communications and experience officer at Henry Ford Health, in a statement. “We couldn’t think of anyone better to share the Henry Ford Health story, as the eyes of the country look to Detroit this week and beyond.”
In addition to Campbell, the ad features members of the provider organization and Detroit Lions wide receiver Amon-Ra St. Brown, who is a brand ambassador for Henry Ford Health.
The decision to lean into Detroit’s love of football comes months after the Lions won their first playoff game since 1992 and made a trip to the NFC Conference Championship game.
The organization collaborated with its agency of record, Detroit-based firm Campbell Ewald, on the campaign. It also worked with independent media company Alkemy-x to produce the TV spot.
Henry Ford Health also unveiled a timely out-of-home activation. Throughout draft weekend, the system ran billboards throughout the city that read, “With the first pick, Detroit selects: Henry Ford Health.”
Going forward, the organization plans to promote the campaign across TV, digital and social media platforms.
