The personal story of country music singer/songwriter and Ascension Saint Thomas patient Kelly Lang is part of a new marketing campaign including an ad that aired in Nashville, Tennessee, throughout the day on the FOX network’s TV coverage of Sunday’s big game.
The campaign, “Your Care is Our Calling,” centers around Ascension Saint Thomas care teams and associates and reflects on the compassionate care provided throughout Ascension every day.
“The idea comes from Ephesians 4:1, where God calls people to ‘Live a life worthy of the calling you have received,’” said Tim Adams, Senior Vice President, Ascension, and Ministry Market Executive, Ascension Tennessee. “I am personally excited about how this new way of sharing our story of Ascension Saint Thomas will inspire and uplift our community and set us apart from other healthcare providers in the area.”
Lang’s song “I’m Not Going Anywhere,” which inspired the campaign, is played during the TV spot. She was treated for breast cancer at Ascension Saint Thomas Midtown. The song is an ode to the challenging, compassionate work of caregivers. Lang hopes her voice can be “a ray of sunshine” that encourages patients with cancer to continue fighting.
“By strategically launching the day of the big game, Ascension hopes to recognize the extraordinary work of our caregivers who bring healing and health to the community,” said Nick Ragone, Executive Vice President and Chief Marketing and Communications Officer, Ascension. “We are honored that Kelly Lang has agreed to lend her voice, the healing power of her music and her own Ascension Saint Thomas experience to this special project.”
The fully integrated marketing campaign will include TV spots, radio ads, newspaper and magazine ads, online ads, a news release, and social media engagement.
“Your Care is Our Calling” was filmed entirely at Ascension Saint Thomas Midtown and West hospitals in Nashville and features the facilities’ doctors, nurses and associates.. The commercial is based on stories and experiences from two full days of interviews with clinicians.
Though all patients are portrayed by actors, each scene is based on true stories that emerged from those interviews. For example, a scene in which Ascension Saint Thomas Chief Advocacy Officer Nancy Anness hands a pair of glasses to a grateful patient is based on an interaction she recalls from a recent Nashville-based Medical Mission, part of an annual Ascension outreach program. The patient told Nancy that the donated glasses would allow him to read his Bible again for the “first time in five years.”
