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US Singer Jewel Stars in Mindfulness and Kindness Campaign for Dignity Health

ELEVEN INC. launches digital effort with new video series and social content

US Singer Jewel Stars in Mindfulness and Kindness Campaign for Dignity Health

Dignity Health, one of the largest health systems in the US, along with agency Eleven Inc. have launched a new digital effort sharing the benefits of mindfulness in creating healthier and happier individuals and communities through a new video series and social content with four-time Grammy nominated singer-songwriter and mindfulness advocate, Jewel.

Dignity Health has long recognised the power of mindfulness in creating human connection and a better healing environment. Jewel recently visited Dignity Health in Las Vegas to see how the organisation is practising mindfulness and its benefits to the health of caregivers and patients, and to share her expertise. Surprising patients and employees with a private performance, Jewel shared her powerful journey from homelessness to happiness, and how mindfulness and kindness made it possible.

“While mindfulness has become somewhat of a buzz term recently, it’s something we’ve been practising internally at Dignity Health for some time. This campaign is a natural extension of this work, as well as the successful #Take2Mins mindfulness education campaign we introduced in 2017,” said Mark Viden, vice president of brand marketing for Dignity Health. “When we learned that Jewel shared many of our same values around mindfulness, we were excited to work with her to share how mindfulness can help us create more kindness and a better connected world.”

Dignity Health advocates for mindfulness and self-care for its 60,000+ employees thanks in part to its “Reflective Pause” program which encourages caregivers to set aside a few minutes each day to reflect and renew. Taking the time to pay attention to their breath, to re-centre and refocus, helps caregivers tend to their personal health and well-being, and in turn be more present and in the moment with patients.

“I was thrilled when I learned about the work that Dignity Health is doing around humankindness and mindfulness, and their understanding on its impact to heal and create a sense of community,” said Jewel. “Mindfulness, for me, is not just about meditating or the absence of thought; it’s becoming aware and observing your thoughts so you’re in the driver’s seat and can live in real time, mindful of your thoughts, actions, emotions, and words. I began to develop my mindfulness practice as a way to take control over my thoughts, struggles, and happiness, and in this journey learned how to be kind to myself. Taking a break and tapping into internal resources to recharge allows us to give more.”

Rev. Tom Harshman, vice president of Mission Integration at Dignity Health, spoke with Jewel about the power of mindfulness and kindness and how people can learn to make mindfulness part of their daily routines. This conversation, along with her visit and performance at the Dignity Health hospital, will be shared in a video series found here. 

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Advertiser: Dignity Health

Creative Agency

Creative Agency: ELEVEN INC.

Copywriter: Clemence Pluche

Art Director: Daisy Serafini

Chief Creative Officer: Mike McKay

Senior Business Affairs Manager: Angela Eddleman

Integrated Producer: Jeanette Atherton

Content Producer: Rachel Saxon, Sophia Pellicoro

Media Agency

Group Business Director: Eric Lombardi

Production Company

Production Company: More Media

Executive Producer: Stephen Buchanan

Director: Michael James Johnson

DOP: Vern Moen

Production Manager: Cindy Lu


Edit Company: The Bunker

Editor: Nathaniel Calnin

Category: Corporate and social , Health

Genre: Documentary , People