OnHealth Network Co. relaunched its onhealth.com site and announced a $25
million integrated branding initiative.
The ad campaign, created and produced by TBWA/Chiat/Day in San Francisco, is based on dedicated consumer research conducted over several months by OnHealth and Chiat/Day.
The seven 15- and 30-second TV spots, each designed to focus on a different
aspect of health and well-being, will air nationally on network and cable TV
as well as syndication.
The TV spots incorporate screen shots from the Web site to highlight that OnHealth is a vast resource and available to them online.
The campaign will also include four 60-second radio spots to begin airing later this summer in major markets, as well as an outdoor campaign this fall.
“Resoundingly, we heard people describing health in a much broader context than expected, reaching far beyond only preventing illness through conventional methods. Consumers told us that health is first and foremost about achieving balance of mind, body and spirit,” said Tricia Viscardi, vice president of Marketing at Seattle-based OnHealth.
“Based on this research, we’ve been able to take full advantage of the opportunity to bring this new definition of health to life through our campaign, and embody it through our revamped online offering.”
The Web site has been expanded to embrace a fuller spectrum of health and wellness, employing more experts to answer questions, the company said. The redesign speeds access to all corners of the site — interactive tools, live shows, discussions, shopping, references and reports.