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TV

Sutter Health: “Resilient” :30

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barrettSF has created “Resilience,” a multimedia marketing campaign for client Sutter Health that aims to ease patients back into the doctor’s office. The work breaks on September 20 and runs through the end of October. bSF is Sutter Health’s AOR."Resilience" is a continuation of the brand's “A Thousand Things Health Anthem” messaging. The :30- and two :15-second spots tap into the human truth that we are both vulnerable and resilient, now more than ever.

“We humans are resilient,” the 30-second ad says as it opens. We see scenes of people moving on with life after surgery, refreshing themselves in nature, practicing healthy hygiene habits, and even entering the world, but it goes on to remind us that we’re vulnerable, too, and shows a man who has fallen and a woman undergoing stress. “At Sutter, we see you as the sometimes-vulnerable, always-resilient person you are—it’s helping every human, every way we can.” The narration continues as one patient gets a cast cut off and another receives physical therapy. “It’s a thousand things, big and small.”

“There’s an elephant in the room right now, and it’s vulnerability. People aren't sure what to believe, or who to believe. It takes leadership and courage for Sutter to speak to that vulnerability so many of us feel. And, ultimately, to celebrate our resilience,” said Jamie Barrett, founder/executive creative director.

Media comprises paid social, native content, out of home, broadcast television, streaming video, streaming audio, public radio, and podcasts. The campaign will run in Sutter Health’s San Francisco, Sacramento, and Santa Cruz County markets. Ways & Means and Metric Theory handled the media.
Credits Other credits

Vice President, Marketing: Jim Macksood

Senior Director of Customer Segment Marketing: Alfred Wang

Director of Customer Segment Marketing: Sapna Parekh

Vice President, Field Marketing: Tracy Murphy

Interim Director of Segment Marketing: Theresa Massie

Vice President, Marketing Research: Jess Lillie

Senior Director, Platform Management and Marketing Technology: Chris Lange

ACD Designer: Carolina Penner

Broadcast Producer: Davielle Boon

Head of Accounts: Robert Woods

Media Agency: Ways & Means

Founders: Karen Halstead, Diana Bormuth

Social/Online Media: Metric Theory

Account Services Director: Noah Johnson

Editorial Company: Beast

Assistant Editor: Evan Mueller

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