With lockdown ending, we convinced people it was safe to return to a place they’d been avoiding at all costs: hospitals.

THE CHALLENGE

COVID-19 has resulted in one of the biggest public health campaigns ever. And the message was simple and clear, “STAY AT HOME!” But, with the lockdown ending, our challenge would become twofold. The public health crisis led to the shutdown of all elective procedures.  We had to refill the pipeline as quickly as possible to help offset hundreds of millions of dollars in losses.

THE INSIGHT

Hospitals were exactly the single place these people feared most — they were the very real epicenters of the disease that everyone was trying to avoid at all costs. In a world of much chaos and darkness, leaning into humor and relatability provided a vehicle to connect with people and provide reassurance.

THE SOLUTION

Infuse humanity and humor in healthcare. Our thorough preparation and ethic of mining insights at every turn helped us develop a timely campaign reflective of our audience’s exact needs — a bit of humor in this time of darkness. In fact, NRC copy testing revealed the work to be the strongest over the entire course of the study.

MADE

Social, Banners, Broadcast, Print, Radio, Photography

PHASE 1 / CREATIVE MEASURES

With the lockdown ending, we needed to convince people that it was safe to come back to the hospital. But, hospitals were exactly the single place these people feared most — they were the very real epicenters of the disease that everyone was trying to avoid at all costs.  

PHASE 2 / STOP PUTTING IT OFF

After key hospital service lines came back online, we needed to fill the pipeline for the profitable surgeries that serve as the engine for the hospital’s social mission.

THE RESULTS

NRC AdVoice testing revealed the campaign to be the most successful in YNHHS history with statistically relevant “top box” increases across seven of eight KPIs.

Digital Video boasted a click-thru rate of 1.37% (versus a category norm of .30).

Highly engaging digital and social executions with a 93.7% Video Completion Rate.

160,000 bonus impressions due to sharing, as calculated by Mediassociates.

The system-wide hospital census has returned to 90% of inpatient and 80% of outpatient capacity.