At the height of the COVID-19 pandemic, there was a brief cultural respite with the advent of the vaccine. Mercy Medical’s marketing team wanted to share sentiments of the medical community, especially those excited for the vaccine without overtly promoting or pushing people to get vaccinated.
About the client:
Cleveland Clinic Mercy Hospital is a full member of the Cleveland Clinic health system and is sponsored by theSisters of Charity of St. Augustine. The medical center operates a 476-bed hospital in Canton and nine additional outpatient locations. Mercy Hospital as620 members on its medical staff and employs 2,800 caregivers.
At the height of the COVID-19 pandemic, there was a brief cultural respite with the advent of the vaccine. Emotions were high and many people were excited to get the vaccine, despite its emergency status. At the same time, there was resistance to a new vaccine with fear keeping some from getting it, despite the risks associated with COVID-19. Mercy Medical’s marketing team wanted to share sentiments of the medical community, especially those excited for the vaccine without overtly promoting or pushing people to get vaccinated. Once the final video was completed, Homeplace Creative and the team at Mercy Hospital debated on whether to include music for the video. The worry was that if music was included in the video, it might over dramatize the situation at hand, one of relief and hope from the staff at the hospital who had been on the COVID-19 front lines in 2020. Ultimately, the decision was made to add subtle and “calming” music that didn’t overpower the narrative but rather provide a soft, uplifting sound to enhance the message and capture the general feeling of that day.
After discussions with Mercy Medical’s marketing team, we worked to create a video marking the excitement and emotion among medical staff who were the first in the community to receive the vaccine. We worked hard to be non-intrusive with cameras as we filmed and to be cautious to simply share the story as it was with minimal editorializing. We aimed to show the staff stories and educate about the benefits of the vaccine in a subtle manner, capturing the celebratory feeling of the historic moment and sharing it with the community.
The video story was met with community support as it was viewed 21.2K times with over 200 “likes” on Facebook.