Almost as soon as Dartmouth-Hitchcock Health (New Hampshire’s only academic health system, serving a population of nearly 2 million across northern New England) became a client, COVID-19 hit — and we had to pivot with incredible urgency to firmly establish D-HH as a trusted resource and leader that the community could turn to for facts on the pandemic.
The first phase was geared around reinforcing how to remain safe amidst a pandemic no one knew anything about. Soon thereafter, we shifted into the second phase of the campaign to reach out to members of the community to let them know it was safe and important to resume their health care.
After eight long months of dealing through the pandemic, we knew the community needed both encouragement and reinforcement of why wearing masks is so vital to help reduce the spread of COVID-19, which led to the third phase of the campaign which focused on the one thing that unites the community in which D-HH serves: Resiliency. The message to the community was an appeal to their inherent strength, and to use that sense of resiliency to stay strong and continue to wear their masks.