One Rally Cry. One Region.

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THE PLAN: Give employees across the South Central Region of IU Health a shared sense of pride while bringing the IU Health Way (their purpose and values) to life in everything they do. The goal was to create a single, unified identity that employees could believe in, champion, and carry into their daily work. 

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THE GOAL: Build a single rallying point for the entire region and launch it with excitement, visibility, and heart. This meant elevating Unity through an employee-centered engagement campaign that made every team member feel like a vital part of something bigger. Ultimately, the region aimed to become the preferred destination for clinicians across the system, and culture would be the catalyst.

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IU Health is made up of nearly 40,000 team members, who care for more than one million patients and their families annually.

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THE PLAYBOOK: To create true unification, we developed an internal brand anthem and campaign designed to bring four distinct communities together under one powerful idea. The anthem served as the creative umbrella, grounding the messaging in purpose, pride, and the spirit of the IU Health Way. Every element of the campaign, from storytelling to visual identity, aimed to help employees see themselves not as separate locations, but as one unified region with a shared mission.

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THE RESULTS: LaineGabriel introduced a region-wide rally cry, “Called Together as One,” celebrating both the individuality of employees and the strength they hold when they stand together. We began with leadership, guiding them through a Unity Summit to spark alignment from the top. Then, in a single day, the South Central Region came alive with a multi-pronged launch: overnight poster installations, table tents, banners, elevator clings, t-shirts, and coordinated celebrations across multiple cities. Employees cheered each other on from different locations, experiencing, many for the first time, what it truly felt like to show up as one unified voice.