StrawberryFrog launches Anthem campaign for Memorial Hermann

StrawberryFrog has unveiled its first creative campaign for Houston’s Memorial Hermann Health System, introducing a brand-level Anthem campaign designed to distinguish the health system in a crowded market.

The campaign features two cinematic TV spots, Finish Line and Reaching Higher, which highlight Memorial Hermann’s commitment to relentless improvement in patient care.

Cinematic storytelling for health care

In Finish Line, a man leads runners through a series of finish lines in a remote location, symbolising the health system’s pursuit of continuous progress—never stopping because there are always more milestones ahead. Reaching Higher follows a gymnast performing on uneven parallel bars, pushing herself toward increasingly higher challenges, reflecting Memorial Hermann’s drive to innovate in health care.

Taylor Robertson, group business director, StrawberryFrog: "Health system advertising tends to blur together—the same smiling patients, doctors in lab coats crossing their arms, same warm lighting, same broad claims. We wanted a much more distinctive, bold point of view that felt more like a performance brand than traditional health care advertising."

Campaign rollout and media mix

The TV spots launched on December 31 and will run through 2026 across broadcast TV, online video, connected TV, social channels, with supporting out-of-home and print placements in the Greater Houston area. StrawberryFrog will release additional work in February highlighting Memorial Hermann’s community-focused initiatives, including Life Flight helicopters and partnerships to prepare high school students for health care careers.

Amalia Stanton, SVP, chief strategic communications & marketing officer, Memorial Hermann Health System: "Our goal for this campaign was to show how we are never satisfied with what we’ve achieved so far. That’s why we remain driven to keep pushing health care forward. It’s our patients who inspire us every day to relentlessly improve health and care. At Memorial Hermann, we’ll never stop looking for new ways to accomplish this important work, the work that builds a healthier city for today and for future generations."

StrawberryFrog has been working with Memorial Hermann since April 2024, with this campaign marking its first creative launch for the brand.

www.strawberryfrog.com

www.memorialhermann.org

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