A behind the scenes look at the copywriting process

Client: Florida Hospital Foundation
Campaign: Generosity Heals
Media Vehicles: Short and long format testimonial videos as well as written testimonials for print and web.

Here is a behind the scenes look at the copywriting process and how it translates to the finished piece.

Generosity Heals Testimonial Videos 

To see how the content development process captured the campaign objectives on camera, click on each name below to see the finished videos. To see how this project translated to the written word, check out the full length testimonial samples.

Dr. Joseph Allgeier

Joseph Allgeier, DO is Director of Medical Residency at Florida Hospital, as well as the Medical Director of Shepherd’s Hope. Moreover, he regularly oversees medical mission trips and many community outreach programs.

Read full length testimonial 

Dr. Jenni Yoon

Dr. Yoon is the medical director of women’s imaging services at Florida Hospital. She is also a clinical assistant professor of radiology at Florida State University College of Medicine. The Jennie Yoon Buchanan M.D. Breast Cancer Fund was created because of her passion for providing quality care and helping those affected by breast cancer – including her sister who is now in remission.

John Davis

John Davis is a board member on the Florida Hospital Foundation. His generosity has helped meet many special needs, such as creating The Ellie Davis Family Area. John is the recipient of the Philanthropist of the Year Award.

Van Firios

A rapidly expanding tumor nearly cost Van Firios the use of his arm. At the time, he was serving our country and nothing was more important to him than being in peak physical condition. Florida Hospital saved his arm and he returned to defending America.

Claire Frenkel

At the age of four, Claire Frenkel was diagnosed with Primitive Undifferentiated Sarcoma in her tonsils. She was one of the first children to be treated at Florida Hospital Cancer Institute when it opened its doors in 1997.

The Gibbons Family

Many refer to the Gibbons as “the miracle family”. Their true and inspiring story recounts the pain and heartache of several life-threatening medical challenges and describes the wondrous triumphs and victories they encountered at Florida Hospital.

Read full length testimonial 

Alan Ginsburg

In 2007, The Alan Ginsburg Family Foundation gave Florida Hospital $20 million — the largest donation in its history — for its new $255 million patient tower. The 15-story, 440-bed Ginsburg features one of the largest emergency departments and cardiac catheterization labs in the country. The tower’s lobby was designed to be welcoming to people of all faiths and features a memorial to Ginsburg’s late wife, Harriet, and son, Jeffrey, who both died in a plane crash in 2002.

Lucille O’Neal

Lucille O’Neal has been a patient and philanthropist for Florida Hospital in a variety of capacities. Her gratitude to God for His mercy, grace and abundant blessing on the lives of her family has motivated her passion to help others that are less fortunate. Because of a deeply personal connection to premature babies, she is participating in the NICU ‘baby cuddler’ volunteer program.

Martie Salt

WFTV evening news anchor Marie Salt became a ‘grateful daughter’ when her father suffered a massive stroke and received expert care at Florida Hospital. During his inpatient stay, she witnessed compassionate whole-person healing that addressed her dad’s mind, body and spirit and was consequently moved to give back.

Benji Watson

14 year old Benjamin Watson was diagnosed with non-Hodgkins B-cell lymphoma. He recently completed his last round of cancer treatment at the Florida Hospital Cancer Institute. During his stay, Ben urged his family to create a program through the Foundation to help other cancer-stricken children whose families are struggling to pay for the many incidental costs associated with hospitalization.


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