Olmsted Medical Center (OMC) is a healthcare organization serving patients in Rochester, MN, and the surrounding communities in southeast Minnesota for more than 70 years. Messaging was an extension of the external campaign intended to empower patients and the community to prioritize themselves in decision-making relative to their healthcare.

While the external campaign featured women in street clothes with empowering headlines including: “Be Unstoppable,” “Be Strong,” “Be Courageous,” the internal posters featured the same women in hospital gowns –– showing patients in a vulnerable moment. Our goal was to evolve the campaign and to enable patients to see themselves in the women featured in the posters and to make the connection between being “unstoppable,” “strong” and “courageous” while taking care of themselves in every stage of life.

Service line campaign materials have established a dialogue around the importance of prioritized healthcare decision-making in the communities served by OMC. Campaign materials have prompted individuals inside and outside the organization to the realization that being selfish in this healthcare context is, ironically, one of the most generous things a person can do for themselves and for the people who depend on them to be in their lives.