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The basics:
Devils star Jack Hughes becomes RWJBarnabas Health‘s first brand ambassador
Partnership centers on statewide ‘Get Checked’ preventive-care campaign
Collaboration expands a 30-year Devils–RWJBarnabas Health relationship
Multi-platform effort includes TV spots, digital content & community events
In a move further forging the longstanding partnership between RWJBarnabas Health and the New Jersey Devils, the health system announced Dec. 8 a multiyear partnership with Devils superstar Jack Hughes to serve as its first-ever brand ambassador.
Hughes was the No. 1 overall draft pick in the 2019 NHL Draft. He has played his entire career with the Devils, quickly emerging as one of the top players in the league. He is currently sidelined after suffering a hand injury last month – and is expected to return to the ice in the coming weeks.
Under the partnership, Hughes will serve as the face of “Get Checked.” The campaign encourages New Jersey residents to schedule routine doctor visits, get recommended health screenings, and take advantage of RWJBarnabas Health’s full range of preventative care and specialty services.
Manigan
“RWJBarnabas Health is proud of its longstanding partnership with the New Jersey Devils and this new collaboration with Jack Hughes allows us to deepen our commitment to building and sustaining a healthier New Jersey,” said Mark Manigan, president and CEO, RWJBarnabas Health. “As a trusted leader on and off the ice, Jack embodies the values of teamwork, dedication, and community, making him an ideal partner to help encourage New Jersey residents to make their health a priority.
“Together, we will raise awareness about the importance of regular checkups and preventative care, reinforcing our shared commitment to improving the health and well-being of the communities we serve across New Jersey.”
Building bridges
The health system noted how the 24-year-old Hughes has always prioritized his health care needs through proper rest and recovery, a disciplined nutrition plan, and regular visits to his primary care physician and specialists as needed.
Through this collaboration, he joins RWJBarnabas Health’s team of 45,000 employees. The move strengthens the more than 30-year partnership between the health system and the Devils, as well as using the platform to share that message about prioritizing health with the broader community.
“I’m really excited to partner with one of the biggest health care systems in the state and as someone who is proud to play here in New Jersey, I truly believe this is going to be an awesome partnership,” said Hughes. “Both of my grandfathers, a pediatric neurologist and a firefighter, are two individuals who impacted people’s lives for the better in completely different ways.
“Making a meaningful contribution to my community and impacting others are very important to me. This partnership bridges it all together. Being part of that and making a difference is something I am really proud of.”
Notably, he will be the first-ever brand ambassador for RWJBarnabas Health. The organization also serves as the Official Health Care Provider of the Devils. The RWJBarnabas logo also features prominently on all Devils’ home jerseys as the club’s first-ever patch partner.
RWJBarnabas Health is the New Jersey Devils’ first patch partner. The logo is featured on all Devils’ home jerseys, as shown on New Jersey Devils team captain Nico Hischier’s here. – PROVIDED BY NJ DEVILS
Key aspects of the partnership include:
Serves as extension of RWJBarnabas Health’s current Devils’ initiatives, such as:
The annual Running with the Devils 5K Run & Walk
Supporting youth hockey programs like Learn to Play and high school hockey
Community-based programs, including the annual system-wide hospital visits
Hosting annual blood drives and community screenings
Important cause nights, immersive game day patient experiences, and more
Centerpiece is a robust multi-platform promotional and community engagement campaign. It includes a Get Checked-themed TV spot, along with a second commercial featuring Hughes and his new team of elite health care professionals (debuting in mid-December – with a full media schedule planned for 2026). A digital content series showcasing Hughes alongside members of the RWJBarnabas Health team is also currently in development
Other elements include digital and social content, outdoor, radio spots, community events, in-game/arena messaging, dasher branding, signage across hospitals and doctor’s offices, and more
More than 200 life-sized Jack Hughes/RWJBarnabas Health branded Get Checked cutouts placed in hospitals, outpatient centers, physician’s offices and New Jersey Devils affiliate hockey rinks across the state
Hughes will be welcomed into the RWJBarnabas Health family – including participating in employee team-building activities, and new programs established to enhance employee engagement
Shown is the full view of RWJBarnabas Health brand ambassador Jack Hughes’ “Get Checked” campaign cutout. – PROVIDED BY NJ DEVILS
The partnership offers Hughes the opportunity to utilize his platform to make meaningful impact among people of all ages and backgrounds in Jersey communities. Meanwhile it also reinforces his commitment to make a difference with the next generation of kids who look up to professional athletes; and encourage them to develop healthy habits from a young age.
A bigger step
“Really excited to embark on this. And I’m looking forward to a longer partnership with a longtime sponsor of the Devils,” Hughes told NJBIZ.
He and his teammates have been actively involved and engaged with RWJBarnabas Health and regularly visit with patients and more. This partnership will allow the superstar to take those efforts to the next level.
“I’m mostly looking forward to taking a bigger step. And being a bigger ambassador for RWJBarnabas Health and New Jersey,” said Hughes. “I’ve been doing things for years and I’m excited to be their first brand ambassador for the largest health care system in New Jersey. I’m proud and really excited to be a part of their team.”
Manigan raved about not only Hughes’ talents on the ice, but his character, values and community commitment off the ice. He discussed why the health system made him its first-ever brand ambassador.
“When you talk about folks at this level, at Jack’s level, it does enable you to connect with a whole new segment of society,” said Manigan. “I’m not just talking about Devils fans, but hockey fans, sports fans in general. In light of the popularity and the impact this team and a player of his caliber has in this market, it’s this incredible cross-section of humanity that superstars like Jack just connect to in ways that, quite frankly, many can’t – including a health organization.”
A more creative approach
Manigan said the campaign is going to be clever and catchy with great commercials and more.
Another first
RWJBarnabas Health facility Robert Wood Johnson University Hospital, in partnership with Rutgers Robert Wood Johnson Medical School, has been designated New Jersey’s first National Rare Disease Center of Excellence. Find out more here.
“And what I love about it – and what I hope you see from us more broadly – is when you look at the marketing efforts of health systems writ large. And whether you’re looking at our peers in the State of New Jersey and across the river, what you see is a sea of sameness,” Manigan explained. “We spent a lot of time looking at this and doing studies. And what you see are – ads come and go.
“People in focus groups can’t even remember which health system it was, because all that stuff’s the same. So, we’re looking to really come at the market in a more creative way – to not only tell our story. But to tell the story of these two great organizations, and this terrific young man’s commitment to community well-being. And I think we’re going to be successful in that.”
Shared commitment
Manigan said that RWJBarnabas has never worked with a single player before like this.
“Jack stands out, not only because of his caliber on the ice. What connects us to people and organizations we partner with are values,” said Manigan. “It’s a cultural commitment. And Jack exemplifies those values and embodies many of the value we aspire to embody: teamwork, excellence, kindness. These are things that our 45,000 employees live by – and Jack does too.
What connects us to people and organizations we partner with are values … And Jack exemplifies those values and embodies many of the value we aspire to embody: teamwork, excellence, kindness.
– Mark Manigan, president and CEO, RWJBarnabas Health
“When you look at the campaign, it’s not only television spots – one titled ‘Get Checked,’ the other titled ‘Jack’s Team’ – that’ll be coming out in the near future. But you’ll also see a robust out-of-home campaign that includes social media content with our physicians, billboards, digital content and more. And this is really fun, 200 life-sized Jack Hughes cutouts throughout the state.
“So, it’s going to be a pretty robust campaign – and we’re bullish that it’s going to resonate.”
Manigan highlighted the longstanding Devils partnership.
“We’ve been partners with the Devils for three decades – and, certainly, this relationship with Jack takes it to the next level,” said Manigan. “That partnership is so deep. And it goes back for so long because of that cultural connection around a commitment to the community.”