Bronze Award for Video Campaign
HCA Houston Healthcare
Campaign: Behind the Mask
Client: HCA Houston Healthcare
HCA Houston Healthcare built a video campaign to sustain healthcare workers, patients and local communities. Using the theme of “I’m Here,” the system presented nurses as a powerful, consistent force in the lives of patients. Faced with marketing budget constraints, the system tapped into partnerships, earned media and its own digital channels. YouTube videos generated 1,721 views for a view rate of 57.6%. A click-through rate of 8% surpassed the 4% to 5% benchmark.