The University of California San Francisco is an institution in this city. Their reputation is world renown. So when they asked Division of Labor to create an advertising campaign, we were honored to help. UCSF was looking for an ad agency in San Francisco that was used to working with institutions in the city. And over the years, as an ad agency in San Francisco, Division of Labor has created campaigns for BART, SFMOMA, KQED and the San Jose Sharks among others, so we were the perfect fit.

UCSF has developed innovative cancer therapies, explored treatments to combat aging, researched pain, fought cardiovascular disease, worked with stem cells and so much more. This outdoor campaign was designed to build local awareness of the important work being done right here in San Francisco. But strategically, we wanted to stand out as an institution based on science. We broke down the categories where UCSF has done the most innovative work and built landing pages for each. Then we highlighted each using beautiful microscopic photography sourced from UCSF and elsewhere.

As an ad agency in San Francisco since 2010, we understand the media landscape and have done a lot of outdoor campaigns for startups, technology companies and local institutions. But for this campaign, we had the opportunity to run on the entire UCSF fleet of buses and vans that travel the city every day.

The campaign was incredibly well received throughout the institution. That’s a huge accomplishment at UCSF with thousands of people spread across the city. Landing page traffic grew steadily during the media run, as well.