USC University Hospital
Health Care

Fight On

While the USC football team was dominating the gridiron year after year, the USC-branded hospitals were suffering from low awareness and preference. They called in the team from Swanson Russell to engineer a comeback. And in one of the most competitive media markets in the U.S., we made them a household name.

  • Out of Home


    Right place. Right time. Right message. This out of home campaign highlighted the “No Matter What” philosophy of USC’s brilliant physician staff.

  • Outdoor


    Aiming for broader recognition of the “Fight On” message, a billboard campaign was introduced to drive home the USC brand to the masses.

  • Bold imagery coupled with smart, simple headlines defined the “Fight On” print campaign, which heralded three ingenius innovations pioneered at the hospital.

  • Video Content


    This inspirational video set the stage for the “Fight On” campaign, introducing the audience to the hospital’s philosophy and providing a window into what drives its physicians.