Never Underestimate the Human Spirit
How do you grow brand awareness in every single one of your markets?
When more and more brands flooded the health space with messages about wellness and wholeness, AdventHealth partnered with BPD to strengthen its distinct position in whole-person care through a platform rooted in the enduring power of undefeated human spirit.
THE IMPACT
34%
Ad Recall Across Markets
51%
Ad Recall in Top Markets
7 of 8
Markets Saw Improved Perception
YOY+
Brand awareness increased year-over-year across markets
THE CHALLENGE
Reclaiming ownership in crowded category
As more healthcare organizations embraced messaging around wellness and wholeness, AdventHealth risked losing ownership of a space it had helped define for more than a century. The brand needed to reinforce what made it distinctive while creating a platform capable of uniting system, service-line, recruitment, sports and partnership marketing under a single strategic idea.
OUR APPROACH
Turn a Brand Belief into a Brand Movement
Rather than creating another campaign about healthcare services, BPD helped AdventHealth build a brand platform around a deeper truth: the human spirit. The platform celebrated the resilience, courage and determination found in patients, providers and communities while reinforcing AdventHealth’s leadership in whole-person care.
Reinforce What Makes AdventHealth Different
The campaign positioned AdventHealth as the champion of the body, mind and human spirit. By focusing on the connection between all three, the platform strengthened consumer understanding of what makes AdventHealth’s approach to care distinct.
Show. Don’t Tell.
Rather than relying on healthcare clichés or institutional messaging, the campaign highlighted real patients, providers and stories of perseverance. Authentic moments and human experiences became proof of the brand promise.
Create a Platform Bigger Than a Campaign
The Human Spirit platform extended far beyond a single campaign. It became the strategic foundation for system marketing, service lines and recruitment—and even inspired a first-of-its-kind collaboration with Disney. By creating a platform flexible enough to scale across audiences, channels and partnerships, BPD helped AdventHealth deliver a consistent brand experience without sacrificing relevance.
