Sutter Health Reinforces Its Patient Understanding with Covid-19 Era Campaign

Advertising agency barrettSF has created a fall multimedia marketing campaign for Northern California healthcare provider Sutter Health that reinforces their understanding of what people have been going through during the pandemic.

The effort highlights different emotions faced by all, ranging from joy and adaptation to the more serious nature of mental health. This new work - kicking off 19th September - supports Sutter’s brand platform expressed by the “It’s a thousand things, big and small” tagline, and will run through the end of October. Media includes broadcast TV, digital and terrestrial radio, out-of-home (OOH), paid social and digital video.

“It’s more important than ever to prioritise our health, both physical and mental. Sutter Health is looking out for the whole person, and this campaign puts that message front and centre”, said Robert Woods, group account director at barrettSF.

The campaign centrepiece is the 30-second spots. 'Mask' follows a man over the course of a day as he interacts with other people in person and through various devices while wearing facial protection. As different people ask about his day, he pauses, then offers back a half-hearted affirmative answer. As the ad proceeds, a voiceover reminds: “We’re all wearing masks. Some of us, more than one.” It isn’t until day’s end that he’s able to remove this emotional mask and be honest. “Not great,” he finally answers.

A second ad pays tribute to our ability to adapt by focusing on our elbows and their newfound Covid-19 role. From hitting elevator buttons to replacing handshakes, the elbow has evolved over the last several months—not unlike how Sutter Health has evolved with its addition of a variety of safety features.

The creative will run on primetime news and sports programming on ABC, Fox, NBC, CBS, and the CW in the Bay Area and Valley, including San Francisco and Sacramento. Specific destinations include the Today Show, GMA, Dancing with the Stars, The Voice, America’s Got Talent, the NBA Finals, and Major League Baseball games. OOH will run in metro areas, radio will grace Pandora, KQED, and Sacramento Public Radio, and social will target Instagram and Facebook.

“We know this pandemic has impacted everyone in different ways, and those journeys are incredibly emotional. Our integrated network has been here for our patients, communities and employees all along the way, and continues to be ready to provide safe and effective care no matter your heath need.” said Jim Macksood, vice president, marketing.