Westchester Medical Center

Brenda Fareri Pavilion Capital Campaign

Possible Starts Here is a campaign to shape the future of critical care in the Hudson Valley. WMC Health is building the Brenda Fareri Pavilion to expand critical services and ensure lifesaving care is available for every patient.

Our task was to develop and execute an integrated fundraising campaign in two phases: an internal campaign that engaged employees through personalized messaging, and an external campaign that mobilized regional support with emotionally resonant storytelling. Both campaigns leveraged video storytelling and a digital-first approach across web, email, and social, while aligning with WMC’s rebrand.

Key elements included a strategic campaign roadmap, audience segmentation, video production, digital engagement assets, targeted media planning and ad management, and a robust analytics framework to measure performance and donor impact.

Possible Starts Here Website

SERVICES

Campaign Strategy
Messaging
Branding
Campaign Design
Website Design

TECHNOLOGY

Adobe
Figma
Wordpress

The Strategy

Our strategy positioned the Brenda Fareri Pavilion as a transformative hub for critical care in the Hudson Valley by combining emotionally resonant storytelling with multi-channel outreach. We focused on cultivating major donors through personalized engagement and immersive experiences, while expanding community awareness through digital campaigns, social content, press, and video narratives highlighting patient stories and the tower’s advanced facilities.

The campaign identity centered on hope, innovation, and urgency, creating a unified visual and messaging framework across print, digital, and events. By starting quietly to secure early lead gifts, then opening the campaign to the public to build momentum, and finally keeping people engaged through steady outreach, the plan was designed to bring in strong support and turn new donors into long-term partners.

The Manifesto

We developed the “Possible Starts Here” manifesto as the emotional and narrative foundation for the campaign. It highlighted the urgency of critical care, advanced treatments, and the impact of the Brenda Fareri Pavilion. The manifesto guided messaging across digital channels, email, social media, and video storytelling, ensuring consistency and emotional resonance. By featuring real patient stories, it connected audiences to the campaign’s purpose and inspired action.

Campaign Name & Identity

We collaborated with the WMC team to develop a compelling and memorable campaign name designed to inspire the target audience to take action. At the same time, we created an inviting visual identity to bring the campaign closer to the people and reinforce its impact.

Case for Support

We developed and designed the Case for Support for the campaign, crafting compelling messaging that clearly communicated the need, impact, and vision of the Brenda Fareri Pavilion. The document combined persuasive storytelling with an engaging visual design to inspire donor confidence and support across all audiences.

Campaign Assets

We created a full suite of campaign collateral, including digital and print ads, branded merchandise, and large-scale building banners. Each piece combined striking photography with bold graphic elements to capture attention, convey the campaign’s message, and reinforce a cohesive visual identity across all touchpoints.