Quirky character “Loretta” shines in the Healthcare Advertising Awards with four campaign wins


Alison Boghosian

Senior Account Executive, PR & PA Group

SYRACUSE, N.Y.—June 13, 2023— Mower, one of the country’s top independent marketing, advertising and public relations agencies, was awarded four times for the Loretto “Live Like Loretta” campaign in the prestigious Healthcare Advertising Awards. This awards program, celebrating its 40th anniversary this year, recognizes the top work in healthcare marketing and advertising.

Mower brought the character “Loretta” to life as a lighthearted and engaging way to showcase Loretto’s innovative continuum of care in Central New York for older adults, from PACE community-based care to assisted living and skilled nursing, including memory care—all allowing them to live fuller, more vibrant lives.

“Our Live Like Loretta campaign was truly a break-through for Loretto, bringing humor and a human side to the need for long-term care during a time when the industry had gone through so much upheaval during the pandemic,” said Julie Sheedy, Chief Marketing and Engagement Officer for Loretto. “Mower helped us demonstrate that people can still live their fullest lives in their later years, thanks to the help of Loretto’s quality care and services, and it shows in how our admissions have bounced back to pre-pandemic all-time highs. Everyone knows a ‘Loretta’ in their lives and this campaign made that connection.”

“I am so proud of our team for the insatiable curiosity that brought the memorable Loretta character to life – from the initial idea all the way through production,” said Doug Kamp, Mower’s chief creative officer. “Loretta has received accolades through both the first and second phase of her campaign that are a testament to the high bar set by Mower’s creative and client teams, and the strength of our partnership with Loretto allowing us to execute on unique ideas.”

This recognition highlights the capabilities and success of Mower’s thriving Healthcare specialty. Mower has been studying the unique marketing challenges of healthcare companies for more than 50 years, and services a wide range of clients in the industry with a strong and experienced team. Learn more about Mower’s Healthcare specialty here.

About Mower’s winning “Live Like Loretta” campaign:

Client: Loretto

Creative Campaign: Live Like Loretta

Categories: Gold, Television Advertising – Series; Silver, Digital Video Ad; Silver, Social Media Content; Merit, Integrated Marketing Content

As a leader in comprehensive healthcare services for elders and others in Central New York, Loretto is always looking for new, interesting ways to serve and connect with residents and patients. To address this challenge, we needed the right person. So we created one: Loretta. She’s kinda feisty and has a little spunk. She’s headstrong, doesn’t really ask for help, but knows when she could use a hand. Think a Golden Girls reboot with an older Wanda Sykes as the star. Now, in her second season, Loretta continues to tell the Loretto story—from a trip on the PACE bus to physical therapy to online home care, and more.

About the Healthcare Advertising Awards

The Healthcare Advertising Awards is the oldest, largest and most widely respected healthcare advertising awards competition. It was 40 years ago that this national competition began its efforts to recognize the field of healthcare marketing and advertising. A national panel of industry specialists review each piece entered, judging creativity, marketing execution and message impact. Judges award Gold, Silver, Bronze, and Merit designations to those entrants whose programs and materials display exceptional quality, creativity and message effectiveness.

About Loretto

Loretto is a leader in comprehensive healthcare services in Central New York. As the fourth largest healthcare provider and the sixth largest employer in the region, the 2,500 exceptional people at Loretto’s 19 locations deliver extraordinary care to close to 10,000 people of all ages, income levels, and care needs in Onondaga and Cayuga counties each year. From adult day programs and short-term rehabilitation to the home-like settings in its assisted living communities and skilled nursing facilities, Loretto is actively investing in its employees, in medical research, and in new technologies to improve care in our community, Making Every Day Extraordinary. Loretto: exceptional people. Extraordinary care.

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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