Challenge: Galvanize four hospitals under the LifeBridge Health system around a Movement Idea that is equally bold, honest and original to stand out amongst the otherwise bland, unemotional and repetitive healthcare providers.

Solution: The Care Bravely Movement rallied employees to act with the awareness of their power to bring hope, relief, and healing for the benefit of their patients at their most vulnerable moments and created energy and business growth among patients, community partners and the general public.

Care Bravely

We started with a deep immersion of stakeholder interviews, employee focus groups, customer journey mapping, a digital brand audit, and executive strategy workshop to uncover key insights about LifeBridge, its patients, and the healthcare category. 

Our research and strategy process led us to the “Care Bravely” Movement. This simple, memorable, and powerful idea would resonate externally, and motivate people internally.

Inside  

A bottom-up mobilization of team members and leaders, inspiring them with purpose and sparking change in culture, mindset and performance. 

We developed a thorough plan to implement Care Bravely and gain traction among LifeBridge Health’s 13,000 employees. 

• Introductory Video 

• Identify & Train “Igniters”

• Movement Launch Parties

• WeCareBravely.org

• Environmental Hospital Takeover

And Outside

External communications and actions that create energy and grow business with patients, community partners and the general public.

After Movement Inside built focus, passion, motivation and trust internally, we pushed the Care Bravely Movement externally to the public. 

• Broadcast Films

• Print/Out of Home

• Social/Digital

Monsters

This film features a young girl walking through a dark and menacing forest, as she narrates “monsters” do exist. During her walk she discovers a golden crown shining brightly amongst the trees. As she reaches, her reality comes into focus and reveals she’s a young cancer patient inside a LifeBridge Health Hospital. Her nurse kneels down places the crown on her head and gives her a big hug. The nurse gives her comfort and confidence to not be afraid.

Covid-19 Campaign

The LifeBridge Health system has been kicking into high gear to help those affected by COVID-19 across Baltimore and StrawberryFrog kicked into high gear with them to create a new campaign in just a couple of weeks from brief to launch. The role of health leaders is not just to Care Bravely ourselves, but to reassure Baltimore that with this city’s fighting spirit, care can overcome fear.

This is a time when we need to lean in to being kinder, more generous, and vigilant not to spread the virus. If we Care Bravely for one another, we come together even while staying apart.

Healthcare Workers Battle Coronavirus: Filmed Inside LBH Hospital

This :60 second film was shot in real-time, on the front line inside LifeBridge Health with real caregivers. Each of the caregivers were asked to step inside a “Care Booth” at the end of their shift...exhausted, human, raw. Shot on site at a LifeBridge Health facility, in accordance with the COVID-19 safety protocols by Tyler DeAngelo, StrawberryFrog’s ECD and renowned National Geographic photographer, anthropologist, and Pulitzer Center grantee Joshua Cogan. The StrawberryFrog team were simultaneously on a live video feed to see the footage being captured in real-time.

#1

First choice top-of-mind brand awareness in 2019 compared to their core competitors.

44%

Share of Movement audience would recommend LifeBridge Health to friends.

23%

Ad recall jumped  from 13% in 2018 to 23% in 2019 for Baltimore consumers who recalled Care Bravely. Higher than any competitor, and Johns Hopkins, Mercy and University of Maryland all lost share.

83%

Share of Movement audience reported being “positively influenced” by the CareBravely Movement.