Choosing where to turn for care in a scary and sudden medical situation can be confusing. You might not know if you should head to an Urgent Care Center (UCC) or go straight to the emergency room (or, in some cases, call 9-1-1). Many people choose to go to the ER for a variety of reasons, even if an Urgent Care Center is a viable option. This often results in longer wait times at the ER. BSG was tasked with educating the public as to how to decide between going to a Ballad Health Urgent Care Center vs. an Emergency Room -- a difficult concept for most people to understand.
For TV we chose a Man-On-The-Street approach, because people really do say the darnedest things. We asked engaging, thought-provoking questions in order to solicit authentic responses and a smart, fun, witty response from the interviewer. In a lot of man-on-the-street campaigns, the interviewer becomes the star. The personality you remember. Our approach was different; the people being interviewed are the stars. They say the heartwarming, fun, charming things. The interviewer is there to ask provocative questions, draw out the people and connect the questions back to our subject matter — in this case, when to go to an UCC vs. an ER.
For print, out-of-home and digital advertising we created headlines to help people differentiate between an UCC and an ER based on the severity of the situation – the idea being: when it’s not quite emergency room bad. We also featured the UCC signage that consumers see throughout the region, so that when they see those signs, they think ‘Ballad Health Urgent Care Center’, and are able to identify the location(s) nearest them.
Everybody likes a successful comeback story. Our heroes are not just physically back, but they're back in full rigor and ready to take on the world. All thanks to their joint replacements at Ballad Health.
Our animals all have their own personality that is brought to life primarily by the voice talent. They're genuine with all the idiosyncrasies of their species, until they speak. The familiarity that the animals have with our hero humans is endearing. The fish are chill. like they're just two dudes hanging out. The pigeons appear to spend their days gossiping, unaware they're in the line of fire. And our spunky doggy lights up when he sees his friend, but grows frustrated when he can't get her attention. And our little baby couldn't be happier to see grandpa.
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Ballad Health
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Brand Launch
Ballad Health
In 2014 BSG began a journey with Mountain States Health Alliance as they explored the possibility of merging with Wellmont Health System. Four years later, Ballad Health was born with the mission of improving the health of the people in the Northeast Tennessee/Southwest Virginia region.
To launch the new brand and tagline, “It’s your story. We’re listening.” we created a TV commercial using the Phillip Phillips song “Home.” It captures the spirit and big heart of this region. It debuted at the Ballad Health launch press conference and during this year’s Super Bowl.
At the core of Ballad Health are the true stories of the people who work there and the people they care for. So we documented those stories as part of the kick-off campaign on TV, video, print, digital and social media. They are just a few of the many more stories to come.
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