For many Canadians, seeking medical care often comes with the long wait times of months and years. From bariatric surgery to a routine MRI, the wait is simply too long for some. Kaleida Health of Western New York wished to extend an invitation across the border that said, "You don't have to wait any longer! We're right here, and we'll get you in right away!"
The theme "Fast-track your medical procedure" extended across a variety of medias that included television, billboard, digital posters, and print. The entire campaign focused on the close proximity of Kaleida Health to Southern Ontario by showing a map of the general area with a bold, red arrow leading the way 'right across the border.'
The success of the campaign did not go unnoticed in the Buffalo community, and was featured as a front-page article in the
Buffalo News
