People don’t think and act rationally under stress. How could we get them to choose MedExpress over the ER when faced with an unexpected emergency? By educating them during the most non-emergency time: laughing on the Internet. Partnering with FailArmy, a culturally relevant and popular YouTube channel, we found real, user generated fail videos that the MedExpress medical team diagnosed and linked with a specific service offered at MedExpress. The holistic digital campaign comprised of targeted preroll, social and native integrations across all of FailArmy’s social channels resulting in a systemwide increase of high-acuity services by 9%.