Within the Washington service area, Providence was facing aggressive competition from neighboring hospitals. Executive leadership identified the need to come out strong with a campaign to counter the competition’s efforts and increase Providence’s inpatient market share. There was a call to do something different – to try to break from the homogenous pack of health care advertising currently in market. So we set out to develop something striking and unusual. The idea for this campaign is Providence isn’t about one-size-fits-all care but about care that fits you – your condition, your personality, your humanity. We decided to highlight different personas to show how Providence understands what makes them unique individuals and not just another “heart attack patient”.