The Heart of Denver
Denver Health
The Challenge
Despite being the heartbeat of Denver’s health system, Denver Health was virtually invisible to the public. Most residents didn’t realize the critical services it provides or the lives it impacts every day. Our challenge? Shift public perception and build an emotional bridge between the community and this safety-net institution; without relying on a ballot, call-to-action, or campaign urgency. This wasn’t about policy. It was about pride.
The Insight
Denverites are passionate about their city. So we turned that civic love inward, connecting the emotional value of “The Mile High City” to the beating heart that helps it thrive: Denver Health.
We didn’t just raise awareness—we reshaped public understanding. This campaign transformed how Denverites see their city’s hospital: not as a last resort, but as a first response
The Solution
With a modest budget, we built “The Heart of Denver” campaign to show real providers in real moments—at work, at home, and in the community. Through emotionally-driven stories and authentic visuals, we demonstrated that whenever and wherever you need them, Denver Health is there. Our media mix included:
- Digital videos and audio spots
- Display banners and OOH boards
Print ads, TV spots, and cable All tailored to reach diverse, lower-income audiences across Denver, ensuring our message met people where they lived: digitally, emotionally, and geographically.
The Results
- 97% of adults 18+ reached 10+ times across Denver DMA
- 2:1 media value delivered, effectively doubling budget impact
After being exposed to our campaign:
- 76% of voters said they learned something new about Denver Health
- 94% reported believing Denver Health plays an essential role in the city’s wellbeing
The Impact
We didn’t just raise awareness—we reshaped public understanding. This campaign transformed how Denverites see their city’s hospital: not as a last resort, but as a first response
