CaroMont Health is an independent nonprofit health system serving patients in a competitive market shared with larger, more complex health systems. The challenge isn't clinical quality. It's visibility and emotional connection with a community that has more options than ever.
The Trust in Me campaign is an anthem-style platform built around authentic care moments across CaroMont's Health's service lines. Anchored by Etta James' "Trust in Me," the campaign positions CaroMont Health not by what it offers, but by how it cares — a deliberate differentiator in a market where larger competitors lead with technology and scale.
Now in its second year, the campaign has aired during the Super Bowl and the NCAA Elite Eight.
Working with our agency of record FerebeeLane, I led the campaign from brief through production as CaroMont Health's client-side brand lead.
Vignette Structure
I advocated for an anthology format built around individual care moments rather than a single narrative, generating nine distinct vignettes that extended the campaign across social, digital, and broadcast from a single production investment.
I advocated for an anthology format built around individual care moments rather than a single narrative, generating nine distinct vignettes that extended the campaign across social, digital, and broadcast from a single production investment.
Original Photography
I pushed for a dedicated shoot rather than stock, producing a unique campaign image library used across OOH, digital, and print.
Production Oversight I pushed for a dedicated shoot rather than stock, producing a unique campaign image library used across OOH, digital, and print.
I was on set throughout commercial production, with direct involvement in casting, wardrobe, and storyline development.
Media Strategy
Contributed to media planning with focus on maintaining audience discipline, ensuring placements aligned with the campaign's primary target of female healthcare decision-makers.
Contributed to media planning with focus on maintaining audience discipline, ensuring placements aligned with the campaign's primary target of female healthcare decision-makers.
Internal Campaign Leadership
Presented campaign creative and strategy to senior leadership, serving as internal champion for the work and executing internal launch.
Presented campaign creative and strategy to senior leadership, serving as internal champion for the work and executing internal launch.
