Qualifications are one thing. Purpose, quite another.
Centura Health, a faith-based nonprofit, wanted to set itself apart from other hospital networks. So we told some of its people’s origin stories. Because care isn’t just a job to Centura, it’s a calling.
Encouraging vaccination through empathy.
Overcoming COVID-19 vaccination hesitancy is no easy task. Especially when those reluctant feel talked down to by elites and/or mistrustful of science. So we continued to humanize Centura in a PSA effort that showed doctors and nurses reflecting on their pre-pandemic lives—lives everyone could relate to. Everyone in the campaign was a Centura caregiver, and all the UGC was their own.
