Abbott Nutrition Health Institute (ANHI) provides science-based, nutrition-focused educational resources to health care professionals (HCPs), many in emerging markets. However, the vertical was having an identity and awareness problem. After defining the what and the how, we created a new positioning and campaign concept with a simple and impactful idea that gets right to the why for HCPs: Nutrition Changes Lives.
My roles: concept, positioning, messaging, copywriting, stakeholder interviews, scriptwriting, art direction.
David Pfister 