Typical healthcare advertising tends to focus on the hospital and its staff, and how shiny and perfect they all are. So for Carondelet Health Network in Arizona, we knew the typical campaign wouldn’t cut it.

See, what really matters to people about hospitals, is the ability to stay out of them. And that’s exactly what our new campaign, “Be well,” gives them.

It’s like this. We all know the big secret to avoiding skin cancer: Wear sunscreen. Does that mean we dutifully slather on that viscous, chemical-scented cream every time we step outside? Of course not. Which is why it’s helpful to have a friend like Carondelet give you that extra little nudge – a reminder to do the stuff we already know we should be doing.

Be Well is a call to action, your personal cheerleader, and a high-five from a stranger rolled into one. It gives people a reason a smile, whether they’re filling up…

going up…

or shopping for dinner.

“Be well” gives mall shoppers a reason to take the stairs…

or compliment a stranger on the bus.

And this summer, “Be well” gave Olympics viewers a break from traditional Olympics ads.

The campaign has already made an indelible impact on Southern Arizona, and established Carondelet as the resident guardian of wellness. It’s scored attention from the press, and the coverage keeps rolling in. As for the client? They couldn’t be more pleased with the results.

Not only are we giving Arizona residents the gift of wellness, we’re making them feel a little bit happier every time we encounter them. And not once have we shown a deliriously happy doctor in a white coat.