Michigan Answers TV ads to debut this week

April 5, 2021  //  FOUND IN: Strategy & Leadership

The new Michigan Answers advertising campaign kicks off to external audiences this week, with the debut of three new television commercials.

Each 30-second ad demonstrates the concept of Michigan Answers through a patient story.

Carter and his mom Kasey were the first patients in the State of Michigan to undergo fetal surgery for spina bifida. The “Carter” TV ad shows a now 6-year old Carter running, jumping on the couch, and wearing out his parents.

Another ad features Candice, an athlete whose four open heart surgeries left her on the sidelines, until she found Michigan Medicine. The aortic valve specialists at Frankel Cardiovascular Center helped her avoid a heart transplant and get on the road to recovery. Candice’s “Michigan Answer” got her back to teaching and even coaching a basketball team.

The final ad in the series features Michael Skaggs, a nurse and avid runner whose pancreatic cancer went undiagnosed until he came to Michigan Medicine. Now he’s back to running marathons.

Each of the stories was chosen for its ability to help redefine the life-changing impact of the entire medical enterprise. The individual ads focus on clinical care as a way to demonstrate “Michigan Answers,” because patient care is a part of Michigan Medicine that many TV viewers can or do interact with directly, but the campaign as a whole will also feature a number of components meant to promote and reflect the work of research and academic teams.

You can expect to see the ads in rotation across a variety of high-impact TV programming. Employees looking to catch one of the ads “live” during debut week can watch for them during the following shows:

  • WJBK-Fox: 9 a.m. news
  • WDIV-NBC: 11 p.m. news
  • WDIV-NBC: Chicago Med on April 12
  • WJBK-Fox: The Masked Singer on April 12

Billboards will also start rotating through high-visibility digital billboard locations in southeast Michigan, as well as digital ads such as the ones you see when viewing content on popular news sites.