Prior to this campaign for Milwaukee-based Aurora Health Care the reaction to “What does Aurora mean to you?” was mixed, negative or simply wrong. The largest employer in Wisconsin, Aurora had grown big. Maybe too big. Focus group questions identified that many people thought the company was an insurance provider or large medical holding company.
The solution was to get at the core of what Aurora did best. Ask questions, look for the best solution and find better ways to
repair, heal and keep their patients healthy. Finding Better Ways became a message both inside the company and in the advertising.
This print campaign was part of larger campaign that included internal launch materials, web, television, outdoor in the Milwaukee
and Green Bay markets.