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Made In Wisconsin brand campaign
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Doing things the Wisconsin way
Made in Wisconsin speaks of the mission-driven heart of Common Ground Health. The organization’s founders were determined to do things the Wisconsin way. Health care built specifically for Wisconsinites can only be Made in Wisconsin. To say something is Made in Wisconsin is to say that we do things with sweat on our brows and grins on our faces. This celebrates the sum total of the traits that make Wisconsin—and Wisconsinites—amazing. If it’s made in Wisconsin, it’s made to last, and formed with endearing qualities that make everything around Wisconsin uniquely Wisconsin. Consider the images on the state flag: hammer, plow, pick and shovel, and an anchor. Wisconsinites work hard.
The chalkboard represents a place where ideas are formed and shared, and connects to a sense of local café where handcrafted, authentic, locally sourced, products are shared from the owners who are passionate about their service. The campaign embodies what we like to call “The Badger State of Mind.” One has to look no farther than our state motto (Forward!) to know what Wisconsin is all about. It’s a different kind of place. What’s great about Wisconsin? We dare say: “everything!” From the things we’re known for—cheese, beer, football, Happy Days—to the millions of other things we know about the state—lakes, rivers, trails, escapes and so much more—we live in a special place. We do things a little differently.
We tend to be a little emphatic in our approach to life, with a touch more gusto than you find elsewhere. Think Harley-Davidson, one of the nation’s quintessential rebel brands. At the same time, our state dance is the Polka—so we are a little different. We do things for each other. We’re a state where everyone carries a shovel. Have you ever dug someone’s car out of the snow? We know the value of jumping in, lending a hand, and lifting up one another. All you have to do is study the Lambeau Leap—the player who’s just scored a TD wouldn’t clear the wall without the fans reaching over and literally catching him midair. As we see things, we’re all in this together.
