The Challenge

Sentara Healthcare opened it's new outpatient care center in Northern Virginia and was ready to advertise its new location to the general public. They chose to repurpose an existing 30 second TV spot. Reassigned to run in a time slot targeted to mothers, the message needed to push the emotional buttons that would leave an impression and to highlight the services available at the facility.

The Solution

The original spot was for the Charlottesville market and featured a mother and her children in a playground setting; reinforcing the imagery of a happy family and a caring mom. The new script read by the mother-character as a voice-over talked about the convenience of the Sentara location and the breadth of services available. All leading to the message of a sense of comfort and security for mom knowing the Sentara facility was so close by.

The Results

Sentara has run the thirty second spot in multiple markets in Virginia with good success. It serves as a great introduction to the services and care found in the Sentara Hospital Group.