UCSF Osher Center
Your Life, Your Health, Your Choice

Defying and re-shaping the status quo in Healthcare.

Overview | Full Story

The annual impact on the U.S. economy of the most common chronic, preventable diseases is estimated to be more than $1 trillion. With that kind of number at stake, shifting the healthcare industries focus from disease care to early intervention and health maintenance, would ultimately mean defying and re-shaping the status quo.

The Osher Center for Integrative Medicine is an integral part of the UCSF's answer to that challenge, and our objective was to raise awareness of the center, overcome widespread skepticism of the practice, and raise enough money for a new building and additional staff.

  • Our Your Life, Your Health, Your Choice campaign generated millions of dollars in free media coverage, and interest in holistic medicine soared.

  • In 2018, thanks to generous financial support, and public demand, a new five-story structure was built on the UCSF Mount Zion Campus. Today, it is the permanent home of the Co-ordinating Center for the Osher Collaborative for Integrative Medicine, facilitating joint initiatives with leading academic institutions across the U.S. and Sweden.

  • To-date, an estimated 40 million cases of chronic diseases have been avoided and the economic impact has been reduced by 27% annually. 

Source: Milken Institute / The Bernard Osher Foundation

Bernard Osher

"Whitty is a seeker of the fundamental truth. He absorbs huge amounts of complex information and reduces it into something meaningful and motivating.

Dr. Susan Folkman


Brand Strategy

Digital, Outdoor

Media Planning & Buying

Design, Video, Website


Haile T. Debas, Dean Emeritus

Susan Folkman, Director

Maureen Smith, Planning & Dev.


Bernard Osher

Alexsis de Raadt St. James

Chris Kirk, Mindbomb Films

See other work