Methodist Le Bonheur Healthcare

How do you convince tens of thousands of people to do what’s right for themselves and their neighbors when the line between good and bad information gets smudged? That was the challenge COVID-19 posed for public policymakers and healthcare providers like Memphis’ Methodist Le Bonheur Healthcare at the height of the vaccination effort. Working with the renowned Frederick Swanston Advertising Agency, Think Inspired Marketing launched the Cross-Media campaign called “This Is How We Live.” The campaign was aimed intently at African Americans, who, data showed, were lagging in vaccinations. The campaign included Digital, Radio, TV, outdoor, community engagement and PR. It was so successful that it won the Public Campaign of the Year Award in the 39th Annual Healthcare Advertising Awards (Covid Marketing Campaign).