In 2015, Bohan Advertising came to Stonecastle with an intriguing concept for a brand campaign they were cooking up for their new client, St. Thomas Health. As a hospital system competing with Nashville’s largest employer, Vanderbilt Medical Center, St. Thomas needed to re-frame the local healthcare story to its advantage. Bohan’s idea was to own St. Thomas’ faith heritage with a campaign based on a Bible verse (Luke 1:37) which says, “For with God nothing shall be impossible.”
A documentary-style approach
Working closely with Bohan, we inserted ourselves into their creative process and began casting stories of real St. Thomas patients and employees who had overcome their own “impossible” odds of survival. Bohan’s vision was to film each :30 TV spot in a documentary-style format, featuring real, unscripted interviews, like this one featuring Titans quarterback Marcus Mariota.
The power of real stories
What started as a handful of TV commercials turned into an award-winning, three-year campaign that raised the visibility of St. Thomas in the Nashville market. The project also led to partnerships with Bohan on other healthcare campaigns, like this one for Arnold Palmer Hospital.