UMC Doe-Het-Zelf-Dag — Marlon+Reinier

Doe-het-zelf-dag.

Back in 2007 the UMC Utrecht Hospital needed to invest in attracting more students and young professionals. To grab the attention of our younger target audience we knew ‘serious’ wouldn’t work and went looking for an event concept that would work for the day itself and communication around it.

We created a 360 event concept called “The UMC Do it yourself day”, the only day at the hospital where you can really try everything yourself. The visual concept was inspired by regular DIY store communication: manuals, helmets, display concepts, clothing, art work and tone of voice. And combined it with clinical treatments. We targeted the right schools and universities with direct mail, invitations and print ads in and around the location. This simple creative strategy proved to be very effective and as a result the DIY day has been running since for 14 years straight.