As an academic health sciences center and level IV trauma center, Albany Medical Center is a lifeline to New York's Capital Region. Our task was to develop a campaign theme, identity and case statement that illustrated its importance in those communities. The identity consisted of three intersecting arched lines representing the Medical Center’s tripartite mission of patient care, education and research. These "lifelines" are also carried throughout the campaign materials we designed, including the case statement. Because case statements often become obsolete as campaign priorities change, we designed this booklet as individual pages that would be bound together as needed. Several stories specific to various priorities were printed on their own individual sheet (2 or 4 pages). Gift officers would select only those stories relevant to their prospective donor and wiro bind with a set of covers as needed. Packaged within an outer folder, each case statement was unique to the donor to whom it was presented. This design made it flexible enough to survive the life of the extended campaign.