UCSF Osher Center

Your life, Your Health, Your Choice

Defying and re-shaping the status quo in healthcare. 

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The annual impact on the U.S. economy of the most common chronic, preventable diseases is estimated to be more than $1 trillion. 


The Osher Center for Integrative Medicine is an integral part of UCSF's answer to that challenge. Our task was to shift the general publics perception of integrative medicine and raise money for a new building.

"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

Shifting the healthcare industries focus from disease care to a more holistic approach would ultimately mean defying and re-shaping the status quo. So we focused on making UCSF famous for its historic willingness to stand up and fight for the community on a wide range of social and political issues.

Our core unifying idea - Your Life, Your Health, Your Choice - led to a manifesto and an empowering ad campaign that incited people to take back control of their healthcare, and focus on prevention and maintenance.

  • In 2018, a new Osher Center for Integrative Medicine was built on the UCSF Mount Zion Campus.

  • Today, The Osher Center facilitates 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

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