UK Healthcare
There’s nothing more powerful than a true story—especially when it comes to healthcare. That’s why when UK Healthcare tasked us with proving the power of advanced medicine, we developed a project to do just that. We told the UK Healthcare story through the lens of the people who make it so remarkable – their patients and staff.
Insights
When someone’s facing a healthcare need in their own life, they turn to the people around them for recommendations. They look for stories of people who have been where they are, navigated what they’re navigating, and found answers, solutions, and a path forward.
We know those stories happen every day at UK HealthCare. Our campaigns have always been inspired by that truth. We needed a way to bring those real stories to life—one that would allow more people find the stories they’re looking for, and see how UK HealthCare helps people just like them.
Accounts: Lacy Madden, Amy Page
Creative Director: Jason Majewski
Copywriter: Kathy Martinolich
Art Director: John Herskind
Agency: Cornett
Strategy
We decided to supplement an upcoming campaign with the real stories from UK HealthCare patients, researchers, providers, and family members that inspired the scripted spot.
We wanted our stories to be visual and engaging, with short-form, emotional storytelling that allowed each subject’s voice to come through clearly. And we knew we had to do this kind of storytelling at scale. Five or ten stories wouldn’t be enough—we needed dozens to showcase the breadth and depth of UK HealthCare’s impact and expertise, and to prove what the Power of Advanced Medicine really means in terms of lives saved and changed.
Outcomes
While we were conducting interviews, writing drafts and taking photographs, we built a website to house these stories and the many more we knew would come. In June of 2019, we launched the site and our first flight of ten stories along with our We Are Proof campaign—and the floodgates opened. Since then we highlighted over 120 stories.
