UC Health unveiled “We Live for This,” a new enterprise brand platform celebrating the people, purpose and passion that enable patients to thrive through Greater Cincinnati’s only adult academic health system.

UC Health partnered with Material, an intelligent growth company providing brand strategy, consumer insights and product innovation, to bring its longstanding identity and purpose to life through a unified enterprise brand platform. Together, the teams developed the strategy, creative direction and storytelling approach behind “We Live for This,” creating a platform that reflects the people, passion and purpose at the heart of UC Health and its commitment to advancing care, research and medical education.

“‘We Live for This’ captures the heart of UC Health,” said Cory Shaw, president and CEO of UC Health. “Our people are drawn to this work because they believe in what is possible when exceptional care, groundbreaking research and medical education come together. Whether caring for a patient after a devastating trauma, performing a life-saving transplant, advancing cancer and neuroscience research or being there for a patient and family for important health moments or throughout their health journey, our teams bring extraordinary purpose to what they do. This is who we are.”

More than a tagline, “We Live for This” is a reflection of who UC Health is and what its people do every day. Together, they care for people when the stakes are highest, discover breakthroughs and take on some of the toughest cases, all with one goal in mind—helping people live happier, healthier lives.

The new campaign will come to life across television, digital, social media, out-of-home advertising and patient experiences, featuring authentic stories that showcase the people behind the care, research and innovation happening across UC Health.

“We wanted to create a brand platform that feels as distinctive and dynamic as UC Health itself,” said Laura Lewis, vice president of Marketing and Communications at UC Health. “‘We Live for This’ gives us a way to tell the stories of our people and the difference they make every day, while bringing our care, research and education missions together under one powerful idea. It reflects not only what we do, but why we do it and the extraordinary purpose that drives our teams forward.”

As the region’s No. 1 preferred healthcare system, UC Health brings together world-class patient care, groundbreaking research and medical education through its partnership with the University of Cincinnati College of Medicine.

UC Health is home to the region’s only adult Level I trauma center and provides nationally recognized care in neuroscience, cancer, transplantation, integrative medicine and other complex specialties. Through the work of its research teams, UC Health is developing innovative approaches to some of medicine’s most challenging conditions and translating discoveries into better recoveries. They do so while educating the next generation of healthcare professionals.

“UC Health recognizes that healthier communities start with strategies that motivate and mobilize people to take action,” said Lauren Murphy, associate vice president of Strategy and Innovation at Material. “Everyone wants to be healthy, but it can be hard to prioritize health in the moment among all of life’s demands. ‘We Live for This’ was designed to spark that motivation by showing how UC Health’s passion, care and innovation can build a bridge between the Cincinnati community and those who deliver world-class care every day.”

The “We Live for This” platform reflects the shared purpose of more than 11,000 UC Health team members. It celebrates the calling behind the work and the people who show up every day to make a difference.

For patients, “We Live for This” represents a commitment to enabling the life they want to live. For employees, it reflects the purpose that brings them to work each day. And for the community, it reflects UC Health’s role in creating a home where all can thrive.

Because behind every breakthrough, every life saved, every lesson taught and every patient cared for are people who live for this.

About UC Health

UC Health is the region’s No. 1 preferred healthcare system, serving Cincinnati and beyond for more than 200 years. We bring together world-class care, groundbreaking research and the next generation of medicine to transform health, improve life and help people live for what matters most.

About Material

Material is a global growth intelligence company. For 50 years, Material has built behavioral science into the insights, strategies, brands, experiences and platforms that move markets. Its culture-shaping design studio, Aruliden, gives that work form, from identity and product to packaging and environments. Material is building the intelligence layer ambitious companies use to understand demand and act on it faster. Learn more at materialgrowth.com.

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