Combine human reality with physical proximity. We used our creative to solidify the message that “accidents happen.” At the same time, we emphasized the proximity of Adventist Health emergency departments to help address them quickly. 

We used data to identify consumers who exhibited the highest likelihood of requiring emergency room services, then tailored messaging to them–all based on insights, not best guesses. We let them know where to turn when emergencies happen and reinforced how addressing the issue would let them get back to living the life they want.