St. Jude Children’s Research Hospital wants to take you walking in Memphis.

The pediatric healthcare organization unveiled the Have More in Memphis campaign Wednesday morning, its promotional effort highlighting the city and surrounding metropolitan area.

The campaign, which was developed in conjunction with marketing agency Bellweather, features a website with information on what Memphis has to offer, including the ‘Ask a Memphian’ section where residents answer questions about the Tennessee city.

Additionally, Have More in Memphis has an annual, free print magazine called Neighborly, which highlights the city’s parks and green spaces through photography and profiles of prominent locals. The campaign is also publishing ‘Memphis Moments’ that underscore why St. Jude employees moved to the city. 

Have More in Memphis will be supported online by the social media hashtag #MoreinMemphis as well as targeted digital content on YouTube, Facebook and Instagram. This includes a video campaign highlighting the city’s Black culture, civil rights history, LGBTQIA+ environment and performing arts scene among others. 

St. Jude employees will also participate in the ‘901 Patio Stories’ video series that details how the city inspires them.

The campaign to promote Memphis as a place to live comes as St. Jude, which has around 6,000 employees, seeks to recruit 2,300 employees to the institution over the next five years as part of a previously announced strategic plan.

“St. Jude employees come from all over the world to call Memphis home,” St. Jude CEO James R. Downing, MD, said in a statement. “Through an ambitious $12.9 billion strategic plan, St. Jude has committed investments in talent, programs and resources based here in Memphis to advance the research and treatment of pediatric catastrophic diseases. We are proud to be a part of the ongoing growth and development of Memphis and the Mid-South community.”   

Diane Roberts, VP of strategic communications, education and outreach at St. Jude added that Have More in Memphis was designed to showcase “how easy it is to have a great lifestyle” in the city.

St. Jude’s campaign is being supported by a number of community partners, including the mayor’s office, FedEx, United Way MidSouth and SweetBio.