Giving our stories a bigger audience. We wanted to approach a bigger audience for four magazine stories in 2017: one about a camel-riding student traveler; a patient getting another chance with a heart-transplant; a scientist breaking ground on celiac disease; and a woman who’s now changing lives after getting mental health care. We used visually interesting imagery, bold and eye-catching text, and UW Medicine’s campaign brand to draw a broader readership back to UW Medicine magazine.