Hospital systems often provide more than health care; many also contribute to the social well-being of the communities they serve.

That was the message Hartford HealthCare sought to convey in “The Community Campaign,” the bronze award winner among providers and insurers in the Branded Entertainment/Content Campaign of the Year category. 

The Hartford, Connecticut-based system operates approximately 500 care locations, including hospitals, a physicians group and a home health unit.

“The Community Campaign,” which launched in January of last year, was designed to raise awareness of Hartford HealthCare’s positive actions through a series of videos for TV and the web produced by a documentary filmmaker. The videos highlighted Hartford HealthCare’s involvement in economic development and charitable projects, such as providing health care to people experiencing homelessness and donating used computers to a local teen center through an education partnership.

The campaign’s goal was to create stronger relationships with the public and engage potential patients. Market research in the spring of 2024 found it succeeded. The vast majority of consumers reported being familiar with Hartford HealthCare, with top-of-mind awareness improved from the previous year, according to the company. Hartford HealthCare is also associated with being dedicated, trustworthy and convenient, the organization said.