Phoenix-based Banner Health, a nonprofit 33-hospital health system, was seeking to showcase its commitment to providing compassionate, nonjudgmental access to services after the lingering uncertainty of the COVID-19 pandemic.

Patients’ trust in health care declined from 2020 to 2022, research shows. In response, Banner partnered with MullenLowe to develop a campaign based on data gathered from its biannual customer and patient experience reports. Using regression analysis, the parties identified interpersonal factors as top drivers of trust in health care and used the findings to shape the campaign’s messaging. Through TV, radio, print, social media advertisements and other mediums, the organizations reenacted a typical patient visit at a Banner Health facility and highlighted how the health system is working to streamline care. 

The campaign ran in two Arizona markets: Phoenix and Tucson. Consumer research gathered in both markets between June 2022 and July 2024 found an increase in individuals who agreed Banner Health was a trustworthy and empathetic organization, the agency said.

The health system plans to continue the campaign—which earned silver for the Creative Data Campaign of the Year among providers and insurers—into 2025.