Serving the community in a time of crisis
How we worked to inspire togetherness to reduce the impact of COVID-19
Reaching the community
As the most comprehensive health system in central and northeast Wisconsin, ThedaCare had a duty to communicate with its communities about the crucial steps it was taking to prevent, test and treat COVID-19. With COVID-19 infections escalating quickly, ThedaCare turned to Core to develop a campaign of creative healthcare solutions that both empathized with and helped inform the communities it serves.
Establishing credibility
With Wisconsin’s Safer at Home order newly in place and social distancing recommendations coming from public health leaders, we needed to convey the critical importance of prevention while reminding our audience of the purpose behind it: protecting communities and loved ones. We also needed to establish ThedaCare as a reliable resource for information about COVID-19. As the nation's health crisis deepened, the campaign would position the health system as the region’s leader in access to care, with convenient care options, important updates, mental health resources, and symptom and prevention information.
The brief:
Our challenge was to develop a campaign with creative that was positive and compelling while conveying the resources ThedaCare had made available for its communities. We were asked to acknowledge and honor the unique role healthcare workers — from physicians and nurses to environmental services and administrative support staff — have in combating COVID-19, while encouraging our audience to take the steps needed to keep their loved ones — and their communities — healthy and safe.
We understood that developing a message that united our audience would serve a dual purpose: promoting togetherness while social distancing and promoting the efficacy of getting everyone involved in reducing the impact of COVID-19.
Core's partnership is key to the work we're doing. We're grateful for their strategic focus, planning and dedication to creativity, which helps us serve our community so we can keep people healthy and safe.
-Jon Ollmann Director of Marketing and Brand Strategy ThedaCare
Positioned the health system as a leader
Understanding the gravity of the situation, we designed a healthcare marketing campaign that would both keep the communities informed and help support ThedaCare workers on the front lines. The messaging and designs developed were clear, concise and simple enough to convey the most important information without sacrificing humanity in a time when people crave connection more than ever before.
In any other time, a campaign’s results may be measured in impressive metrics. In this case, a truly effective campaign is one that promotes prevention, reduces the impact of COVID-19 and offers comfort in a confusing and chaotic time.