To help UK HealthCare break through, we needed to make people feel something. We did it by focusing on a single character—outside of the hospital, reflecting on what she’s been through. Choosing UK HealthCare is the pivotal point in her story: the place that finally got her what she needed to survive, recover, and thrive.

The campaign, supplemented by digital and OOH that featured real patients with incredible stories, smashed industry benchmarks. Unaided awareness of UK HealthCare lifted by more than 300%, beating competitors and tripling the nonprofit industry norm. Most importantly, hundreds of people requested appointments through the campaign’s landing page, with 450 requests and counting.