Proof
UK HealthCare
Three years. Four spots. 167 longform stories. This campaign shifted how we talked about UK HealthCare—from focusing on the brand itself to focusing on patient stories. It’s been a hell of a privilege to work on it.
CD: Jason Majewski
AD: John Herskind
The Scripted Stories
The director’s cut anthem spot that started it all.
The Real Stories
We backed up the campaign with real stories about UK HealthCare patients, nurses, researchers, doctors, and family members.
To pull off more than 150 in three years, we essentially built a newsroom.
I wrote the first few dozen. Once we started approaching 100, I moved into an editor role, wrangling outside writers and maintaining the style we created for the project. It’s been a labor of love.
The foundation we created has since been turned into UK HealthCare’s “Extraordinary People” series. The vast majority of the stories we wrote are still standing strong.
We Are Proof
The second phase of the campaign: three individual stories, rather than one long spot.
This campaign won a
Shorty Award.
More numbers and details, if you’re into that sort of thing: