Through captivating images, compelling headlines, intriguing radio and a dynamic Web site, a new multimedia campaign is introducing our hospitals to the community. The campaign features real USC doctors, staff and patients captured in powerful documentary-style photography. In addition, six of USC's physician leaders are featured in a series of high-impact "physician pioneer" displays at Union Station. A combination of outdoor, radio, print and digital advertising is reaching people across the L.A. metro area with our message of how we "Fight On" for our patients.