Get Care When You Need It

The Covid-19 pandemic saw far fewer people who needed routine and critical care seeking it in clinics and hospitals. Fear was rampant in California, where Covid cases were high and the state was in full lockdown. Health systems in Los Angeles County noticed a dramatic downturn in patients coming in for essential care - sometimes resulting in adverse events such as heart attacks, and even death.

Providence, along with others in the region, felt the urgency to reach out to patients who were delaying care and putting their health at risk. And so the LA Consortium was created, delivering a unified message around getting the care you need, even during a pandemic. The systems collectively agreed the campaign also should serve as a way to thank frontline workers doing double duty: managing pandemic health needs alongside their regular care commitments.

Providence’s internal creative team led this campaign, working with other systems’ agency partners to produce a full suite of tactics including print, OOH, radio, video, social and landing environment.