Caring during COVID-19: Gratitude, Resilience, and Forward Campaigns

When COVID-19 hit, we reprioritized. Campaigns previously scheduled took a back seat to new and more important messaging. The new focus was to show gratitude for HCA Healthcare’s colleagues and showcase how HCA Healthcare evolved during the pandemic to ensure its patients were kept safe.

Gratitude. Resilience. Forward. Powerful words turned into powerful campaigns.

Gratitude: From yard signs to videos to social graphics to coloring books…this campaign had it all, and that’s because our colleagues deserved it. Digital, print and signage assets were created in order to thank our passionate, courageous and selfless colleagues. Though the actual designs were modest, the message packed a punch.

Resilience: At the peak of COVID-19, consumers were afraid to enter facilities, even when their health was at stake. The Resilience campaign was created to communicate that for HCA Healthcare, managing life-threatening situations is business as usual. Because it was an external campaign, yard signs, social graphics, digital ads and videos were created in order to reach the masses.

Forward: Similar to Resilience, the Forward campaign was an external campaign that aimed to provide hope and healing to consumers during COVID-19, Because HCA Healthcare was well-equipped to fight the pandemic, we were well-equipped to get them back to ‘normal’ sooner. Social graphics, motion graphics and letters were prioritized for this campaign.