Henry Ford Health’s We Go For It campaign was featured during the first round of the 2024 NFL Draft, attracting over 12 million viewers. The health system launched a 60-second ad in Detroit, where they serve as the official healthcare provider for the Lions.
Detroit Lions head coach Dan Campbell narrated the ad, emphasizing Henry Ford Health’s dedication to providing care to the Metro Detroit area and Michigan as a whole. Campbell’s message about having courage to go for it when the game is on the line aligns with Henry Ford Health’s mission.
Heather Geisler, EVP and chief marketing, communications and experience officer at Henry Ford Health praised Campbell for embodying courage, resilience and commitment, qualities she sees reflected in the health system’s team members and patients. The ad also featured members of the provider organization and Detroit Lions wide receiver Amon-Ra St. Brown, who serves as a brand ambassador for Henry Ford Health.
The decision to focus on Detroit’s love for football follows the recent success of the Lions in playoffs, adding to campaign relevance. Collaborating with Detroit-based agency Campbell Ewald and independent media company Alkemy-x, Henry Ford Health launched TV spot and out-of-home activation during draft weekend. Billboards across city read “With first pick, Detroit selects: Henry Ford Health,” capturing locals and visitors attention.
Moving forward, Henry Ford Health plans to expand campaign across various platforms including TV, digital and social media to continue promoting their commitment serving Detroit area and state of Michigan.