Company: Stinghouse Creative
Company Description: Stinghouse Creative is a full-service, creative communications agency headquartered in Miami, Florida servicing a national footprint across the education, healthcare, non-profit, and government sectors.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Non-Profit
 Nomination Title: Power Extraordinary - The Campaign for Baptist Health
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
The anthem video for the campaign is attached, as well as other award submission materials.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The campaign was launched on October 5, 2024.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 191 words used.
Baptist Health is a not-for-profit healthcare organization serving the entire South Florida community—regardless of insurance status. This campaign was created to raise critical philanthropic support for four key pillars: research, innovation, physician recruitment, and patient care, as well as for Baptist Health’s four specialty institutes in cardiology, neurology, orthopedics, and oncology.
The campaign emerged from a pressing need: to secure funding that would allow the organization to recruit top medical talent, invest in cutting-edge technology, and expand groundbreaking research—all while continuing to deliver extraordinary patient care. It was also developed to address a major awareness gap. While Baptist Health has a significant physical presence in South Florida, its leadership in advanced medicine and its not-for-profit status are not widely recognized within the community.
This campaign sought to bridge that gap, positioning Baptist Health not only as a compassionate care provider but as a trailblazer in global medical innovation. It was carefully crafted to complement the organization’s masterbrand campaign, “The Warmer Side of Care,” by adding a powerful layer: the message that South Floridians are not just receiving world-class care—they’re surrounded by the minds that are redefining what’s possible in medicine.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
This campaign was designed to spotlight the people, programs, and stories that define healthcare excellence at Baptist Health. While the goal was to raise dollars, the message also needed to raise awareness of the extraordinary care this world-class healthcare system brings to South Florida.
Planning was collaborative and insight-driven. We conducted interviews across the organization—engaging leadership, volunteer leaders, staff, and teams from key departments and institutes—to ensure the campaign’s voice represented the people behind the brand. A dedicated market research effort gathered pre-campaign benchmarks and guided our messaging. This allowed us to identify and respond to areas where marketing and communications could make a difference.
Creative development had to strike a careful balance: celebrating the excellence Baptist Health already delivers, while conveying that philanthropy is what ensures we continue to deliver it for the benefit of the community we serve. Because they deserve nothing less. The final concept was bold, human, and purpose-driven—spotlighting what makes Baptist Health extraordinary today and how generosity powers its future.
Our media strategy combined broad-reach channels like out-of-home and broadcast to tackle awareness objectives—making a powerful, visible statement to the community about what this ambitious movement in medicine is all about. To complement that reach, we integrated a hyper-targeted digital strategy aimed at high-net-worth individuals in priority markets—ensuring relevance, efficiency, and maximum donor resonance.
Launched strategically and sustained through phased rollouts and internal amplification, Power Extraordinary: The Campaign for Baptist Health became a rallying cry for what’s possible when philanthropy fuels the pursuit of excellence.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 249 words used.
From 2023 through September 2024, Power Extraordinary was in its silent phase—focused on internal alignment, principal and major gift cultivation, and establishing a strategic foundation. Key activities included campaign council consulting, board development, and targeted donor stewardship. Funding priorities were shaped through interviews and focus groups with staff, volunteer leaders, and prospective donors, ensuring the case for support and campaign goals reflected the values and aspirations of the organization and community.
This phase also included a formal RFP process to identify the right agency. Stinghouse Creative was selected and onboarded in October 2023. The agency immediately began asset aggregation and analysis to inform the campaign’s theme, name, and visual identity—ensuring every element authentically represented the brand, its stakeholders, and the campaign’s bold impact. In August 2024, creative production brought the visual identity to life, establishing a signature look and feel for this new era of philanthropy at Baptist Health.
The public phase launched at the 2024 Annual Grand Gala, unveiling the Power Extraordinary name, theme, funding priorities, website, anthem video, and paid media rollout—defining what it means to “power extraordinary.”
In November 2024, we introduced the campaign’s four pillars: patient care, research, best minds in medicine, and innovation. Each subsequent month focused on one pillar, followed by highlights on the Institutes of Excellence: orthopedics, cancer, cardiology, and neuroscience.
To date, the campaign has generated over 3.5 million paid media impressions, a 93% video completion rate, $475 million raised, and deep engagement from board members and executive leadership.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 152 words used.
The attached materials showcase a range of creative executions developed for Power Extraordinary – The Campaign for Baptist Health, including the campaign anthem video, out-of-home (OOH), print, digital, social media assets, and more. These samples bring the campaign’s strategy and messaging to life, demonstrating how we translated complex goals into a cohesive and emotionally resonant brand experience.
Each piece was thoughtfully crafted to reflect the campaign’s dual objectives: to drive philanthropic support and to elevate Baptist Health’s reputation as a leader in advanced medicine. The anthem video establishes a powerful emotional foundation, while the supporting creative reinforces the message across multiple touchpoints, ensuring consistency and maximum audience impact.
Together, these materials provide tangible evidence of how the campaign successfully captured attention, inspired giving, and reshaped public perception—positioning Baptist Health not only as the compassionate heart of care in South Florida but also as a destination for world-class innovation, research, and clinical excellence.
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