Zion

Oak Street Health is dancing onto the scene in its latest campaign, “Zion” — literally! Launching on August 18 and created by AOR since April 2022 Doner, the groovy new campaign promotes Oak Street Health’s healthcare services for older adults in an upbeat, refreshingly positive light.

Oak Street Health wanted to do something outside of the category norm. In a landscape cluttered by infomercial-like advertising that makes aging sound like a chore, Doner jumped at the chance to create something creatively compelling that celebrates older adults. The idea was to create a compelling, lighthearted and humorous spot that speaks directly to a segment of the population that often feels overlooked.
Older adults are struggling to find the care they need, and too often they give up. Making matters worse, they also tend to believe that pain, fatigue, depression and dependency are a “normal” part of aging, which is exacerbated by the fact that treatable conditions like chronic pain or arthritis are also dismissed by physicians as just a part of “old age.” — making older patients less likely to seek health care for themselves and risk being undertreated if they do.
Two thirds of older adults prepare for their HCP appointments, but studies show that their doctors are less patient, less engaged, provide less information and even interrupt them more.
What makes “Zion” so different is that the hero character is playful, clear, personal, inclusive, action-driven and understanding. The creative shows that health doesn’t always have to be so serious, steering clear of the meaningless jargon common in the category to provide straightforward options that can help consumers make the most of the years ahead.

Oak Street Health believes that in order to treat the patient, you have to really know the person — and “Zion” does just that, with an inclusive feeling that makes older adults from all walks of life feel heard and appreciated in a fun, easy-to-understand way. The spot is set to run nationally on broadcast and direct response on August 18, 2023.