Whitty Worldwide is an elite team of highly trained
creative professionals who live or die on their ability to
surprise people, cut through the crap and do the impossible.
We deliver big, bold, game changing ideas without the overhead
and complicated, time wasting process you'll find in most agencies.
Whether you need a broad reach fame building campaign,
or a targeted message people find engaging and useful -
we are ready to take your brief.
Whitty Worldwide is an elite team of highly trained
creative professionals who live or die on their ability to
surprise people, cut through the crap and do the impossible.
We deliver big, bold, game changing ideas without the overhead
and complicated, time wasting process you'll find in most agencies.
Whether you need a broad reach fame building campaign,
or a targeted message people find engaging and useful -
we are ready to take your brief.
UCSF Osher Center
Your Life, Your Health, Your Choice.
Defying and reshaping the status quo in US healthcare.
The U.S. healthcare system has been reduced to a disease management system—one that depends on ruinously expensive drugs and surgeries that treat health conditions after they manifest, rather than giving people the simple diet, lifestyle, and therapeutic tools to keep them healthy.
The UCSF Osher Center for Integrative Medicine (deep breath) was established to provide whole-person care by blending conventional medicine with evidence-based complementary therapies. We were tasked with selling this visionary concept to San Francisco Bay Area residents on a shoe-string budget, while simultaneously trying to raise money for a brand-new building.
The challenge we faced went far deeper than a lack of public awareness; we were up against a deeply ingrained perception problem. To make this center a success, we had to actively dismantle 'fringe' stereotypes and transform what many viewed as a desperate last resort.
"Treatments falling under the umbrella of integrative medicine are often seen as 'alternative' or 'hokey' with most people turning to them out of sheer frustration."
Andrew Weil, M.D
To distinguish the brand from the prevailing New Age aesthetic, we adopted a Swiss Design approach for every touchpoint, from the website to the high-end fundraising collateral. Out on the streets and online, our ad campaign completely broke with the typically somber, clinical, or patronizing tone of healthcare advertising. Instead, we struck an irreverent, playful note that bypassed the hard sell and simply invited a skeptical public to learn more.
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Fundraising Impact: $37 million was raised to build a landmark five-story center on the UCSF Mount Zion Campus in San Francisco.
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Academic Alliance: The UCSF hub was established as the primary international coordinator facilitating joint healthcare initiatives with elite academic medical institutions across the U.S. and Europe.
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Macroeconomic Mission: By dismantling fringe stereotypes, the campaign validated a model built to directly combat a national chronic disease crisis that inflicts a $1.1 trillion annual burden on the U.S. healthcare system.
Source: Milken Institute, The Osher Foundation.
"Whitty brought a level of craftsmanship that would make old Madison Avenue copywriters like my dad proud."
Dr. Susan Folkman, Director
Services
Brand Strategy
Digital, Outdoor
Media Planning & Buying
Design, Video, Website
Client
Haile T. Debas, Dean Emeritus
Susan Folkman, Director
Maureen Smith, Planning & Dev.
Collaborators
Bernard Osher
Alexsis de Raadt St. James
Chris Kirk, Mindbomb Films
See other work
