Penn Medicine’s campaign “The Past, Present and Future of Medicine” packed decades’ worth of innovation into a concise call for support from the community.

The Philadelphia-based academic medical center launched a campaign in December 2023 looking to better inform Pennsylvania and New Jersey residents about its work on critical health issues such as treating cancer, reversing blindness and discovering the genetic breakthroughs that led to the COVID-19 vaccine.

In collaboration with the advertising agency Cult, Penn Medicine’s video campaign summarizes the work the health system has done over its 250-year history to help protect the community and innovate health care breakthroughs.

Featured in the video clip are excerpts of several feats accomplished by the health system, including the development of cell treatments to tackle cancer; the announcement of a baby born via a uterus transplant; and the development of the first mRNA vaccine for COVID-19.

Penn Medicine redoubled its campaign blasts around the start of baseball season and during the 2024 Summer Olympics, eventually adding outdoor and digital placements as the campaign progressed. 

The ongoing campaign, which won silver among providers and insurers for Film/TV/Video Campaign of the Year, has garnered high praise and positive responses, according to Cult. Leaders have used the videos in retention and recruitment efforts, along with keynotes and presentations.