Dramatic print ads raise awareness. NorthEast Medical Center's breast health campaign.

NorthEast Medical Center, a 457-bed independent hospital in Concord, N.C., found itself increasingly in competition with hospitals in neighboring Charlottesville. It changed from an emphasis on media relations and public relations to an advertising mode, beginning with a multimedia breast health campaign last October for Breast Health Month. The attention-grabbing visuals were adapted from the print ads and used as in-house posters to encourage employee participation in the breast screening program.