We Show Up
HCA Healthcare

Integrated National Campaign

In the trenches and on the heels of a pandemic, the HCA Healthcare network is putting their best foot forward as they celebrate healthcare workers across the nation.

If you were a healthcare worker over the last few years, you were at war. And it felt like you were losing. A rally call to “Show up” is often about more than just arriving to work on time. When it’s your job to protect the world from itself you sometimes need the reminder that you can do this. You have what it takes. 

I worked with BPD Advertising out of Boca Raton, Florida to develop this national level campaign. The look and feel was gritty and realistic. Black and white photographs taken at level with these extraordinary men and women harken to journalistic work more than traditional advertising. We helped to give a face to those workers who had to stay masked all day. Out of home, extensive digital, social and traditional media and an ongoing suite of broadcast content was developed. While the execution took many of us multiple years to pull off, my initial role was part of the core team that handled the conceptual development of the campaign and some of the foundational pieces of the look, feel and tonality. We knew we needed to devlop something true, meaningful and long-lasting. I even penned the “We show up” orange graphic. Although the handwriting is mine, this campaign was the result of a very large team through BPD and I can not speak highly enough of that agency. Absolute creative giants and deeply nice people.