Walt Jaschek thinks large for you.

….for Nurse Response, the national, 24-hour nurse hotline provider, a division of Centene Corporation. The line has been embraced by the company as the central theme of its marketing communication, including the brand-new Nurse Response website.

As many of you know, I typically advocate against the three-adjective tagline, ala “Integrity. Dedication. Experience.” But this is actually one phrase, made dramatic with punctuation to communicate each of the three beats. See it in use.

 Two new outdoor boards for the SSM Joint Replacement Center. Agency: Dovetail. Designer: Paul Maring. Writers: Paul and me. Everything I believe about advertising is communicated in these boards: (1.) People connect with brands via their hearts, not their heads. (2.) There’s nothing that can’t be made interesting. (3.) For a medium processed at 60 miles an hour, you gotta keep it simple.

“Best TV Campaign” in the 2011 Awards from the Missouri Association for Healthcare Marketing went to Dovetail’s series for SSM. I wrote two of the three spots in the campaign, including this one, “See the Future,” about advancements in breast cancer detection.

Creative Director: Paul Maring. Producer: Tom Barry, SSM. Director: Mike Sneeden. Production: Arbor Group.

I also wrote another spot in the award-winning campaign, “Nine New Knees.”

“You should send out a book,” I said. But, ah! It’s not really a book. It’s a 3-D mailer. And instead of book, it’s a container for an mp3 player with a book’s worth of information pre-loaded on a podcast. Imagine this in your inbox. Would your mind… be… blown?

Client: Centric Health Resources, Chesterfield, MO. Agency: Maring Weissman. Concept/copy: Me. Creative director/designer: Paul Maring. Production supervisor: Beth Marti-Maxwell. Account executive: Georgia Relich. 

I wrote the podcast script, too. Hardest damn thing I’ve written in my career. The podcast speaker was Craig Kephart, CEO. He was addressing professionals in Big Pharma, and I had to write the script as if I understood the “ultra-orphan drug market” as well as Craig, expert in the field. Just another day in life of a copywriter in the wacky world of healthcare.

This commercial is the companion to this print ad, and is part of the award-winning “This is Care” campaign I wrote for Maring Weissman and its client, Central Baptist Hospital. Produced by the Arbor Group, this spot features heart patient “Alan” and his true heart: the wife he adores. Played by unmarried actors who didn’t know each other until the day of the shoot! Can you believe that?

There’s enough worry in the world. You need less of it. “Worry Less” is the tagline I wrote for St. Andrew’s Resources for Seniors, a St. Louis-based leader in elder care. The line goes to core, human benefit of the excellent service St. Andrew’s provides. 

St. Andrew’s embraced the “Worry Less” brand story and brought it to life in an ongoing, multi-media campaign, including brochures, wearables, website, social media, and a very nice Facebook page.

Above is one of the ads in the “Worry Less” print campaign, which uses ironic juxtaposition to make its point. Ah! May we all get around as good as Grandma when we get to be that age. Art director and designer: Chuck Hart. Photographer: David Stradal.

“Millions of Americans,” a national Public Service Announcement promoting annual eye exams, was a big hit for our client, the National Optometric Association. “Big hit” means lots of stations liked it and played it. How could they not? It stars millions of Americans.

Radio Script :30

ANNOUNCER: We have with us in the studio millions of Americans. Millions, welcome.

HUGE THRONG (multiple layered voices, as if a “million” people were speaking simultaneously): NICE TO BE HERE.

ANNOUNCER: We’re asking millions of Americans to get their children’s eyes examined once a year.

HUGE THRONG: ONCE A YEAR?

ANNOUNCER: Right! All in favor of annual eye exams for children three and up, say “Aye!”

HUGE THRONG: AYE!

ANNOUNCER: Say, “Eye care means you care.”

HUGE THRONG: “EYE CARE MEANS YOU CARE.”

ANNOUNCER: Say, “Sally sells sea shells by the seashore.”

HUGE THRONG: SALLY SHELLS SHE SELLS…

ANNOUNCER: Gotcha!

HUGE THRONG (sheepish): …BY THE SHE-SORE.

ANNOUNCER: A public service message from the American Optometric Association.

Writer: Walt Jaschek | Producer: Paul Fey | © Paul & Walt Worldwide