DIGNITY HEALTH + MIC
"THE CURE IS CARING"
THE ASK:
Dignity Health RFP'd Mic to help them amplify their humankindness campaign, which focused around the organization's commitment to human-centric healthcare.
MY SOLUTION:
In order to create engaging content that truly resonated with Dignity Health's target audience and improved brand awareness, I devised a creative strategy that spoke to the company's values and efforts in an organic way.
The Cure is Caring was a campaign consisting of both branded videos and articles that both honed in on compelling human stories within Dignity Health's network, and investigated the personal benefits of giving to others.
With this partnership approach I leveraged two important insights about digital content strategy:
1. Authentic, real human stories will always win
2. The best content offers readers some kind of utility