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The creative strategy of the U-M Health System marketing campaign is rooted in the U-M fight song. We asked ourselves, "Could the key lyrics of the U-M fight song - "'Hail to the victors valiant, hail to the conquering heroes, hail, hail to Michigan, the leaders and best'" - be used to celebrate the victories won by our patients and staff and the outstanding care provided at the Health System?"
Knowing the traditional marching band version of the fight song is firmly and loyally tied to Athletics, the challenge was capturing the emotion evoked in that melody so it proclaimed the victories witnessed at the Health System. Victories such as a child battling through treatment and beating cancer, an accident victim learning to walk again after a near-death accident, a heart transplant recipient swimming in - and winning - the Senior Olympics, or the doctors, nurses, staff and researchers who fight these battles every day to save lives and improve the human condition.
The challenge was met in the Health System's rendition of "Hail to the Victors". This theme song has become an iconic and widely recognized part of Health System brand that is uniquely and exclusively "Michigan" - belonging only to us - and those whose lives are forever changed through an association with U-M, whether as a student, a parent, a staff person or a patient.
If you enjoy the music, feel free to download the song and use it in your player or as a ringtone.