A “Brand” Takes Manhattan
The Imagine Campaign boosts the JHM profile beyond Baltimore

Late last month, Johns Hopkins Medicine began appearing in advertisements carried by high-end magazines and national news shows—in New York City.

These are not your run-of-the-mill health care ads. Noticeably absent are doctors, nurses and patients. Instead, unforgettable figures like Louis Armstrong, Lou Gehrig and Lucille Ball are shown in contemporary settings. In one print ad, a vintage, black and white photograph of F. Scott Fitzgerald is artfully integrated into what looks to be a Starbucks.