LAUNCH Creates Campaign for Baylor Scott & White Health, Unleashing the Power to Live Better | CUT Finishes Post

Written by Launch Agency
The power to live better™

Repositioning the largest not-for-profit healthcare system in the state takes a Texas-sized effort. To introduce Baylor Scott & White Health’s new mission to empower its patients, Launch Agency was proud to team up with agency partners, Monigle, Camelot Media and Door No. 3. Our combined efforts created a campaign that’s already seeing powerful results with a 12% increase in brand equity.*

The new customer-first positioning led to the creation of a new tagline from Launch, “The Power To Live Better” and a new brand identity from brand experience agency, Monigle. “The real power in healthcare lies within our customers, they allow us to do what we love. Our role is to inspire them to live better every day. This refreshing and joyful campaign repositions us as the support our patients need to improve every aspect of the care they receive,” said Ben Day, Director of Creative & Brand Management at Baylor Scott & White Health.

Launch Spot

By partnering with award-winning directing trio, The Fold, we created a series of spots taking viewers on an energetic and empowering journey showing what healthcare looks like from the POV of the consumer. The soundtrack for all spots includes vintage gospel song “Power” by Mattie Wigley that was rearranged by local musician Damon Criswell. And photography by Callie Lipkin beautifully celebrates our new visual expression across print, OOH, social and digital.

*Among key healthcare systems in our markets, Baylor Scott & White Health was the only brand to see significant movement in brand equity measures, with BERA scores showing a 12% increase from Q3 to Q4. The next closest brand saw only a 6.4% difference.

CUT editor, Adam Henderson, stated, “I was fortunate to be a part of this project from its conception in the pitch stages, and couldn’t be happier to see it through to the end result. The Fold knocked this out of the park, and made the edit not only challenging, but rewarding by giving me mountains of footage. Congrats to everyone involved on this unique and exciting campaign.”


Client: Baylor Scott & White Health

Directors: The Fold

Production Company: Bunker Films

Editor: Adam Henderson, Charlie Uniform Tango

Sound Mix: Jake Kluge, Charlie Uniform Tango

VFX: Allen Robbins, Charlie Uniform Tango

Post EP: Michael Wagner, Charlie Uniform Tango

Color: Matt McClain, Thrive Colour

Music: Damon Criswell

Photographer: Callie Lipkin

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz, Launch Agency

Group Creative Director/Copywriter: April Steinbach, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Associate Creative Director: Caleb Alba, Launch Agency

Account Director: Jason Giles, Launch Agency

Account Supervisor: Bailey Trout, Launch Agency

Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Print Producer: Alicia Conner, See Pictures

Director of Creative & Brand Management: Ben Day, Baylor Scott & White Health

Media: Camelot Media

Agency Partners: Monigle and Door No. 3

About the author

Launch Agency

Going beyond has been our MO since the start. With experienced agency leaders who are hands-on, deeply invested in your business and constantly seeking new ways to innovate. A team of creative explorers who treat every challenge as an opportunity to set your brand apart. And a proven launch sequence, from gathering intelligence and unearthing insights to crafting standout ideas and tracking their impact.