Dignity Health is the fifth largest health system in the nation and the largest hospital provider in California. The healthcare brand may also be one of the most compassionate in the land.
Given the emotional turmoil saturating our media today, it’s a pleasant relief to be reminded that people are caring individuals and capable of incredible acts of kindness. That the reminder comes from a healthcare brand interested in patient wellness makes perfect sense.
Interestingly, this commercial also makes great use of stock, or “found footage.” After finding success with this untraditional approach, Dignity Health and Ad Age’s Small Agency of the Year, Eleven, have created nearly 10 found footage ads – all of which underscore the importance of humankindness and demonstrate that we all hold the power to heal.
“We don’t need to recreate those moments of human kindness, as they’re already out there,” said Mark Viden, Vice President of Brand Marketing at Dignity Health. “What better way to communicate our mission as a healthcare brand through these real and powerfully human moments.”
Brand awareness of Dignity Health since the found footage spots started airing has increased seven-fold.