As COVID-19 grew concern, Mary Washington Healthcare (MWHC) saw a dramatic and worrisome decline in their emergency department (ED) patients. As fear grew, more patients were suffering at home with emergencies rather than visiting the ED to be treated appropriately. To bring awareness to the public, MWHC asked us to create a quick, direct, and serious message advising a nervous community that MWHC is equipped, protected, and ready to serve anyone.
By using up-close images focusing on the eyes of scrubbed doctors, you see their dedication in providing the safest care possible. The ED’s numbers grew by 50% a month after the campaign’s start. This demonstrates that when a message and image are equally compelling, they capture the targeted audience effectively. The messaging was used on traditional and digital platforms.
