I was hired as a freelance copywriter by the client to bring new relevance to the client’s Memorial Experience campaign. By creating the “Real stories. Real people.” moniker I was able to build an emotional connection with prospective patients and drive brand consideration for Memorial’s regional hospitals and Joe DiMaggio Children’s Hospital. I wrote 12 “testimonial” scripts for radio and television creative and print ads, and in so doing, I helped establish a compelling format that the client’s in-house marketing department could use going forward. Radio advertising production for this premiere spot that I wrote and directed included dramatic use of music, sound effects, and voices to help break through the clutter and create theater of the mind.