Coach Carroll lends his support to Doctors of USC
The campaign images, shot June 24 at Heritage Hall on the University Park Campus, will be utilized in a short video and in print ads. Carroll is shown seated in the waiting area of a doctor’s office, engaged in conversation with a female patient who is startled and excited to see him.
“The Doctors of USC are the health care providers for our Trojan athletes, and we are delighted that Coach Carroll accepted our invitation to appear in the new campaign to promote the expertise of our USC physicians,” said Jane Brust, associate senior vice president for health sciences public relations and marketing. “We want the Trojan Family to be watching for the campaign to appear on our Web sites and in print beginning in September.”
Orchestrated by the Health Sciences Public Relations and Marketing staff in collaboration with USC Athletics, the campaign continues the award-winning “See the Doctors They See” campaign created last year. That campaign features two actors posing as Trojan football players in full gear, reading magazines in a clinic waiting area. Another ad depicts a Trojan basketball player in uniform on a treadmill, with a physician looking on.
The ads appeared in several USC publications, including Trojan Family magazine and USC Health magazine as well as in the printed football and basketball programs. A video version of the two scenes was featured in the Coliseum and Galen Center prior to home football and basketball games.
Both campaigns are created by Swanson Russell Associates on behalf of the Doctors of USC. Last year’s campaign received several awards including two Gold Awards from the Healthcare Advertising Awards competition sponsored by the Healthcare Marketing Report.
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The Chronicle of Higher Education mentioned USC’s $6 billion fundraising campaign. The story noted that USC had already raised $1 billion in a “quiet phase,” including the $200 million naming gift from USC Trustee and alumnus David Dornsife and wife Dana Dornsife to the USC Dornsife College.
The Guardian (U.K.) highlighted two major gifts to USC in a list of the 10 biggest philanthropic benefactors in America. The list included the $200 million naming gift from USC Trustee and alumnus David Dornsife and wife Dana Dornsife to the USC Dornsife College, and the $110 million gift from USC Trustee and USC Viterbi School alumnus John Mork and wife Julie to create the USC Mork Family Scholars Program.
The New York Times featured the USC U.S.-China Institute documentary “Assignment: China — The Week that Changed the World.” The documentary, part of a series, examines media coverage of the 1972 Nixon trip that reshaped U.S.-China relations after a quarter century of isolation and hostility. “People look back now and take it for granted that the outcome was preordained,” said the institute’s Mike Chinoy, who produced the documentary. Voice of America also featured the story.
Los Angeles Times featured the Oscar Senti-meter, a tool developed by the USC Annenberg School, Los Angeles Times and IBM that analyzes thousands of tweets about the Academy Awards nominees. The story noted that Mexican actor Demian Bechir received an enormous boost on Twitter the day of the nominations, with a total of 6,893 tweets mentioning him, a 47-fold increase from the day before. The story noted the tool uses language-recognition technology developed in collaboration with USC Viterbi School’s Signal Analysis and Interpretation Lab.
The Times of India (India) featured a three-day medical emergency training workshop organized in association with USC. At the workshop, held at GCS Medical College in India, 50 doctors and more than 100 paramedics learned how to improve emergency support systems. William Mallon of the Keck School of USC said that discussion topics included the use of portable ultrasonic devices to scan patients. “The ultrasound applications help physicians make accurate and timely decisions,” he noted. Daily News & Analysis (India) also featured the workshop.
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