UCSF Health is globally known for its advanced patient care, groundbreaking research, and innovation. But beyond its reputation for tackling the most serious clinical challenges, UCSF also plays a deeply rooted, everyday role in San Francisco — caring for its communities and reflecting the soul of the city. Kiosk partnered with UCSF to launch “A Love Letter to San Francisco,” an omnichannel brand campaign that celebrated the city, shifted perception, and deeply connected the health network to its home.
Despite UCSF Health’s stellar reputation, public perception was skewed toward “complex, high-level medicine.” What was missing was a narrative that positioned UCSF as part of the fabric of San Francisco — not just a world-class medical institution, but a local neighbor, a proud steward, and a brand that loves the city as much as it heals it.
For the campaign to resonate, it couldn’t feel like sterile healthcare marketing. The message needed to show up where San Franciscans live: on their streets, in their neighborhoods, and in the collective memory of the city. Authenticity would come from integrating into the everyday rhythm of SF — not just broadcasting at it.
