CHI Health: Restoring Faith
BVK's client Alegent Creighton Health was bought by Catholic Health Initiatives back in 2014, and as a result could no longer support a major portion of ACH's existing patient base because of a conflict with Blue Cross Blue Shield insurance. This created a major uproar in Nebraska and CHI Health needed to work fast to calm the community. So we created on an image rebuilding campaign using the line "Restoring Faith in Health Care" as a way of playing off their religiously-driven care.
In addition to a :60 anthem broadcast spot, we interviewed dozens (and I mean dozens) of real patients who utilized ACH hospitals and clinics over the years as well as employees of the system to reassure the community that just because the sign on the building is changing doesn't mean the care is changing.