The request

Explain that we're going forward together

The big moment

After months of work behind the scenes, the big moment had finally arrived. At the unveiling, expectations were high. 31 March was the official launch of the new logo for the St. Antonius Hospital. It was the big finish to the careful merger process between St. Antonius in Nieuwegein and the Mesos Medical Centre locations in Oudenrijn and Overvecht. From that moment, all three hospital locations were going forward under the same banner - literally, as attested to by the huge logo banner, streamers, and a colouring contest for the kids.

Good news

In the run-up to this memorable affair, we helped St. Antonius with the merger campaign. How do you explain a merger like this to the hospital's patients and staff? And how do you make sure that people understand and accept what is changing? That's why we didn't call it a "merger," but instead emphasized the coming together. Together, the hospitals would be better equipped for the future. A pay-off that was a perfect reflection of the hospital's ambition. One that conveys the intention to work together for better care, better training, better work. Things will only be getting better.

A clear message

That message was presented in various ways. The public could not miss it. The most important information was conveyed clearly in advertisements in neighbourhood newspapers in the hospitals' care areas, radio spots, an information magazine delivered door-to-door, posters in the corridors of the hospital sites and a handy (wallet-size) reference booklet.

With the staff

But we didn't cut any corners on keeping the staff informed, either. For them, we produced a flashy logo animation for (internal) staff information meetings. And we developed a pen with the key points of the new policy plan on it, with a reference to where to go to read the full plan. Along the way, we discovered that the staff was more than happy to help out with the photography for the merger communication. And staff from all over were enthusiastic participants in the Valentine's Day event.

Say it with flowers

As part of a fun action to raise awareness of the "coming together" of the hospitals, hospital personnel gave out 10,000 roses on Valentine's Day at a number of shopping centre locations in Utrecht, Nieuwegein, IJsselstein, Houten, Vleuten, De Meern, Breukelen and Maarssen. Actors put on a show, and employees in white coats spoke to the public about the Mesos-Antonius partnership.

Better for everyone