Did you know that $1 trillion is spent each year in the U.S. on preventable illness? It’s a prescription that was working well for those in the ‘business’ of healthcare, but not for UCSF. It wanted to challenge the status quo and open the Osher Center for Integrative Medicine. A place where a patients health would always be looked at in the round. Not just by presenting symptom. We wrote the “Your Life, Your Health, Your Choice” Manifesto and started a Bay Area Movement for healthcare in its complete form. The campaign generated millions of dollars of free media coverage, 20,000 new patient visits, corporate sponsorship, scores of new donors and $25 million bucks to help keep up the good work.