Challenge: To find and design the right promotional shirt to spread a positive “kick the habit” health message to a healthcare center’s employees.
New York City is serious about helping its residents quit smoking. Mayor Michael Bloomberg proclaimed June 3rd “NYC Quits Day.” The NYC Health Department regularly gives away nicotine patches to help New Yorkers kick the habit. And readers, watchers and listeners of various NYC media are frequently encouraged to quit by stories comparing the price of a pack a day over a year’s time—estimated at $3,000—to other, less hazardous pleasures: season major league baseball tickets, $2,025; a quarter-carat diamond engagement ring, $2,799; a ten-day Caribbean cruise, $1750.
Gouverneur Healthcare Services, operating one of New York City’s largest and busiest diagnostic and treatment centers and serving upwards of 300,000 patients each year, also helps the City promote its smoking cessation agenda by offering a QuitSmoking clinic known for its individualized treatment plans that include drug therapy, counseling and case management. In a recent effort to promote “NYC Quits Day,” particularly among the center’s employees, the Gouverneur team contacted ePromos’ Account Executive Michael Bloomenthal with an idea for a promotional t-shirt in mind.
Solution: A heavyweight, preshrunk cotton t-shirt in bright yellow screen printed front and back.
After reviewing various promotional t-shirt options, the team selected a heavyweight, preshrunk cotton t-shirt in bright yellow by Anvil, which may be screen printed in various ways: full front, full back, left chest, upper back, and left and right sleeves. The Gouverneur team chose for their shirts the full back and left chest options to maximize the visibility of the Gouverneur name—and the promotion’s key message: “I Quit! And so can you!” And Michael, realizing that many people who quit smoking gain weight, recommended skewing the sizes to be larger than normal so they’d fit after they quit.
Result: Happy, motivated employees; plans to repeat the program for years to come.
The team agreed; the shirts (leaning toward larger) were designed, ordered and delivered; and, we’ve learned, the t-shirt promotion was a success: Gouverneur employees loved the shirts; the Gouverneur team plans to continue the program for many years to come.
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