Healthcare Marketing Impact Awards - 2022

Campaign: Behind the Mask
Agency/Firm: N/A
Client: SSM Health

Behind the Mask is a 60-minute documentary about the experiences of caregivers and patients throughout the COVID-19 pandemic, narrated by Hall of Fame broadcaster Bob Costas and shown during prime time on NBC TV stations in SSM Health’s markets. The team premiered a shorter version of the film during Healthcare Week in May 2021 and filmed additional material in the summer of 2021. Because of the high public interest in the topic, many media buys for airing the documentary were classified as PSAs (public service announcements) by the affiliates at a substantial discount.