The world of healthcare advertising can feel like a sea of sameness. Same stock photos. Same statistics. Same muted tones. So, how can a hospital raise awareness when no one seems to be paying attention? You break the mold.

When Cleveland Clinic told us they wanted national awareness to over 60% — again, for a passive audience — we knew we’d need to redefine what healthcare advertising could be.

Our team took an unexpected approach to reach consumers across multiple mediums using stories that highlight Cleveland Clinic’s unique ability to combine clinical excellence with empathetic care. Then, and just as importantly, we married these real human elements with unique, authentic and ownable visuals and sounds, elevating the work from the usual attention-getter to captivating storyteller.

One hard-working production also helped us a create a wealth of assets to fit a variety of platforms to maximize ROI — and help us create a compelling, consistent, and highly crafted storytelling system we could continue to build on. The campaign’s adaptability also helped us create highly contextual pieces for specific media buys, with each touchpoint leveraging incredible stories that only Cleveland Clinic could tell to develop a consistent campaign with a lasting impression.

By combining all of these elements, we were able to share powerfully relevant content with an entirely new demographic — an audience that we know is not currently seeking care but will now have Cleveland Clinic top of mind when they are. The ‘For Every Care in the World’ campaign garnered record high awareness numbers — climbing to 69% amongst our target population — over a 20% lift since the start of the campaign and 15% beyond our goal.