Dignity Health is the fifth largest health care network in the US and and growing. While their belief that human connection heals has been a part of their DNA for the last 100 years, the “Hello humankindness” platform has given voice to that belief from the inside out.

We were true creative and strategic partners at every level of their business, helping them walk the talk and inject some hope into health care and the world at large. The brand runs like a national car account, with 10-20 integrated projects rolling in parallel for brand and service lines across the region.

Hockey earned over 5 million organic views on YouTube in the first 2 weeks. And our client got so many requests for the music, we ended up creating a collection of Spotify playlists for different healing themes and service lines (with our partner R/GA)

This launched internally to energize and unite the culture, with plans for a public TV launch during the Oscars.

We’re all hooked on social, but can it heal? Can our cultural differences connect us? Can a healthcare company make social content that’s engaging enough to break the category ceiling and rival the entertainment industry?
Yes.

1.3 MILLION VIEWS

2.3 MILLION IMPRESSIONS

IN 2 MONTHS

2x WEBBY HONOREE

Holiday

Doctor’s Day

Social First for regional services

When I started working with Dignity Health they told me, "We don't do funny." But humor’s part of our humanity too. It's also a great way to start tough conversations– like convincing a parent to get screened early for Lung Cancer. But high-risk folks don’t want to hear another word about “The black death.” So we targeted their kids with… A Breath of Fresh Air

This social first campaign drove to a landing page with talking points to educate and help the younger generation convince their loved ones to get screened early, and…live.

As the campaign gained traction, it grew into an integrated campaign, including community art events, installations, OOH and other paid media. I don’t remember the numbers, but this performed so well our Strategy Director cried. Don’t ever say advertising can’t save lives. We did.

A manifesto…

I heard (on pretty good authority) that this was circulating the Senate floor right before the ACA passed. I’d like to believe that what I wrote hit a nerve, and changed something for the better.