Early health screenings often lead to early detection — and, in many cases, save lives.
The challenge for any health system: Cutting through the noise and motivating people to act?
RWJBarnabas feels it has found a way. Today, it is launching ‘Get Checked,’ a promotional campaign with New Jersey Devils superstar Jack Hughes.
As brand ambassador, Hughes will champion routine doctor visits, recommended screenings and preventive care. He will serve as the centerpiece of a robust multi-platform promotional and community engagement campaign.
RWJBH Chair and CEO Mark Manigan believes Hughes’ star power will set this campaign apart from the crowded health care field.
“When you look at the marketing efforts of health systems writ large, and whether you’re looking at our peers in the state of New Jersey or across the river, what you see is a sea of sameness,” he said. “We spent a lot of time looking at this and doing studies, and what you see are, the ads come and go and people and focus groups can’t even remember which health system it was, because all that stuff’s the same.
“We’re looking to come into the market in a more creative way. To not only tell our story, but to tell the story of these two great organizations and this terrific young man’s commitment to community well-being.”
Highlighting the partnership, a Get Checked–themed TV spot — along with a second commercial featuring Hughes and his new team of elite health-care professionals — will debut in mid-December, with a full media schedule planned for 2026.
A digital content series showcasing Hughes alongside members of the RWJBarnabas Health team is currently in development. And more than 200 life-sized Jack Hughes/RWJBarnabas Health branded Get Checked cutouts will be placed in hospitals, outpatient centers, physician offices and New Jersey Devils affiliate hockey rinks across the state.
Other campaign elements include digital and social content, outdoor, radio spots, community events, in-game/in-arena messaging, dasher branding, signage across hospitals and doctor’s offices, and much more.
The 24-year-old Hughes, the No. 1 overall draft pick of the 2019 NHL Draft, said he has always prioritized his health care needs through proper rest and recovery, a disciplined nutrition plan, and regular visits to his primary care physician and specialists as needed.
And while he’s well known for having two brothers who play in the NHL (including Luke, his teammate on the Devils), he said a different family tree makes this opportunity special.
“Both of my grandfathers, a pediatric neurologist and a firefighter, are two individuals who impacted people’s lives for the better in completely different ways,” he said. “Making a meaningful contribution to my community and impacting others is very important to me. This partnership bridges it all together. Being part of that and making a difference is something I am really proud of.”
Manigan feels Hughes’ status in the state will help RWJBH’s reach into communities.
“When you talk about folks at Jack’s level, it does enable you to connect with a whole new segment of society,” he said. “I’m not just talking about Devils’ fans, but hockey fans, sports fans in general.
“The impact this team and a player of his caliber has in this market is huge. It is an incredible cross-section of humanity. Superstars like Jack just connect in ways that, quite frankly, many can’t — including a health organization.”
