Like many university hospitals, UK HealthCare suffered from a host of image challenges, not the least of which included the organization’s very own staff. Morale was low and awareness of the hospital’s many positive achievements was virtually non-existent from department to department. New West provided the cure. We launched “Making A Difference, ” a magazine that told the stories of UK’s remarkable accomplishments from a 360-degree point of view that included researchers, physicians, staff and patients. Then, we followed up with consumer advertising that featured UK staff and the many awards they received. The result was a healthy increase in image and awareness.