Many doctors have their specialty engraved or embroidered on their gown. But Abanca considers that this does not reflect what they know how to do best, which is being next to patients, accompanying them in their treatments, and informing them clearly. For this reason, the banking entity’s insurance division wanted to pay tribute to its human capabilities with the professional garment as the narrative thread of its new advertising campaign.

With the help of the creative agency Ernest, he has launched “Lo bordamos”, which communicates the advantages of the company’s health insurance, and the incorporation of Sanitas doctors, centers and assistance. The creative concept starts from that gown, in which healthcare professionals indicate the area of ​​their expertise, but uses it to highlight their treatment of patients, which is what is truly valued and remembered.

In this sense, it proposes replacing these specialties with qualities such as closeness, empathy or transparency, valuing that more human part of care and highlighting the work they perform. The idea is reflected in an advertisement that shows the work of healthcare workers, focusing on their practices, but also on the care they provide, and teaches the sewing process to change the way their delivery is valued.

“Many doctors have their specialty embroidered on their gown. But his greatest specialty is adapting to what matters to us: knowing how to listen, provide security and be by people’s side.“, the company commented through LinkedIn. “For this reason, we launched a campaign that is, above all, a tribute to health professionals. To those who master vital specialties such as closeness, clarity and trust. Because what matters to you when you go to the doctor, we take care of it”.

“Lo bordamos” has also amplified its message through outdoor advertising, with the participation of JCDecaux and the media agency Proximia. Continuing with the creative concept around the robe, it has developed a special action in Vigo that consisted of the installation of a corporeal to transform a mupi on Avenida García Barbón, right next to the Abanca headquarters.

The installation has adopted the shape of the garment, and as in the spot, it has included special embroidery on the pocket with the phrase “Dr. I’m going to take care of you,” and the claim “What matters to you when you go to the doctor, we embroider it.” With this, the company has continued to communicate the sum of the Sanitas medical team to Abanca Seguros.

Beyond the main audiovisual piece, Abanca is also inviting its clients to personalize gowns for their doctors so that they can have a token of appreciation for the care they provide each day. The possibility of participating in the campaign in this way extends until December or until the 100 available gowns are exhausted.

To promote this initiative, the campaign has also taken advantage of Abanca’s relationship with the Real Club Deportivo de La Coruña, a football team for which it acts as a sponsor. Players from the men’s and women’s teams have expressed their particular gratitude to the club’s health staff.

In addition, it has also launched the draw for an Abanca gift card with a balance of 100 euros. To participate, those interested must comment on the brand’s Instagram post what they would embroider on their doctors’ gowns, as well as mention a person who has “a doctor who embroiders it.”