Few people want to engage with a hospital or health care brand unless they have an immediate need. Why would you? It’s scary, complex, and not something anyone wants to think about.

UK Healthcare wanted an awareness campaign to get the attention of a “someday” audience who really doesn’t want much to do with the brand.

So we put our message inside a love story, using a real couple and their real photos and home videos. We got our audience invested in our characters first, then showed how a scary diagnosis can turn a life upside down—but with the right care, it doesn’t have to be the end of your story.

Because for our audience, it’s not about needing a hospital right now. It’s about knowing that when they need it—when the diagnosis hits, when the stakes are highest, when things get scary or uncertain—advanced care and expertise is ready and waiting close by to take care of them and the people they love.

The spot led to a 79% lift in consideration (2x above category as measured by Kantar in Health & Wellness), a 77% overall brand lift (3x above category), and was ranked in the top 17% of all ads—with higher brand recall and consideration intent than industry norms, as measured by System 1.