UF HEALTH BRAND CAMPAIGN
HUMAN PROGRESS
In this chapter of the Human Progress Has No Finish Line brand campaign evolution, UF Health broadened the spotlight, moving beyond elite, Team USA athletes to the powerful stories of patients from all walks of life. These authentic journeys celebrate resilience, hope, and possibility, seamlessly building on earlier phases of the campaign.
The Backstory
First launched in 2024, UF Health’s Human Progress Has No Finish Line brand campaign emerged at a pivotal moment for UF Health. Following the COVID-19 pandemic, it marked the organization’s first brand campaign in four years. Designed to reintroduce and reenergize the brand, the initial phase leveraged the global momentum of the Summer Olympics and UF Health’s new partnership with the U.S. Olympic & Paralympic Committee as a national medical center providing care to Team USA athletes.
Together, these elements positioned UF Health as a leader in advanced medicine, recovery and what’s possible in patient care — driving increased awareness and strengthening brand preference across the region.
Our Brand Journey Continues
In 2025, the campaign evolved to bring that promise closer to home, shifting from elite athletes to compelling patient stories chosen for their unmistakable “wow” factor… those moments that inspire audiences to say, “Wow. I didn’t know doctors could do that.” Strategic story selection highlighted UF Health’s depth of expertise across key regions of care in North and Central Florida, including Gainesville, Jacksonville, The Villages and Leesburg.
In this latest phase, UF Health’s creative agency DeVito/Verdi introduced new approaches to leverage authentic and memorable brand storytelling. The creative work utilized two primary narrative frameworks:
- Misdirects were designed to challenge audience expectations by leading viewers in one direction before revealing an unexpected conclusion.
- Rewind executions began with a successful outcome, then moved backward to show the critical challenge that made that result possible.
Across all executions, the Human Progress Has No Finish Line tagline unified the campaign by elevating UF Health’s relentless pursuit of medical innovation and scientific research that transforms patients’ lives. This continuity provided a clear strategic framework for creative development and contributed to the campaign’s overall effectiveness.
Big Apple Creativity
Homegrown Production
UF Health’s creative services and marketing teams collaborated with New York-based creative agency, DeVito/Verdi, to bring each patient's story to life.
Delivered through an integrated mix of television, print, digital, social, out-of-home and radio, the campaign reinforced a singular truth: human progress doesn’t belong to a moment, a medal or a milestone. It’s ongoing, and it’s for everyone. With that credo in mind, we are proud to share the following campaign creative.
- Television and Online Video
- Out of Home
- Print Ads
- Paid Social
- Digital Banner Ads
- Radio
- Metrics of Success
Television and Online Video
:30 TV Commercial
Alecia Rewind
:15 TV Commercial
Alecia Misdirect
4:23 VLOG
Alecia Long-form
:30 TV Commercial
Keri Rewind
:15 TV Commercial
Keri Misdirect
4:16 VLOG
Keri Long-form
:30 TV Commercial
Austin Rewind
:15 TV Comercial
Austin Misdirect
4:11 VLOG
Austin Long-form
:30 TV Commercial
Steve Misdirect
:15 TV Commercial
Steve Misdirect
4:03 VLOG
Steve Long-form
:30 TV Commercial
Riley Misdirect
Out of Home
Print Ads
Paid Social
(Hyperlinked to posts)
Digital Banner Ads
Digital banner ads were developed in a range of sizes, in both static and animated formats. The banner ads shared here are offered as representatives of the creative approach.
Radio
Metrics of Success
The campaign ran across multiple Florida DMAs, encompassing all UF Health regional markets. Brand campaign assets launched in mid-April, strategically activating in the final quarter of FY25 to maximize year-end impact.
In Q4 alone, the campaign delivered more than 101 million impressions and nearly 310,000 digital clicks — driving strong visibility and engagement across priority audiences.
While these performance metrics underscore the campaign’s scale, the true objective was to strengthen consumer awareness and preference for UF Health. In FY25 Q4, we saw meaningful gains in key National Research Corporation (NRC) Health indicators:
- Gainesville service area: Preference increased 7.7%, and brand image rose 12.2% from Q3 to Q4.
- Jacksonville service area: Preference increased 3.1% year over year, with a 2.1% year-over-year lift in brand image.
- Central Florida: Preference increased 11.2% in Q4 over Q3 performance.
These results demonstrate the campaign’s broad reach and measurable impact in how consumers perceive and choose UF Health.