We started by developing the brand tagline: This Changes Everything. From there, we created a series of headlines that focused on “That moment when”. We paired these with original photography for a campaign that looks and sounds different from any other hospital campaign in Christ’s footprint. These showed up as print, social ads, TV, and an engagement platform we named the 180 Project. The project platform called on viewers to turn their health around by engaging in as little as 180 seconds of activity each day (with the hopes that starting small would lead them to longer intervals over time).