GOAL: Communicate launch of AFC Urgent Care’s “Telecare” program, a telehealth option rolled out in response to the COVID-19 lockdown.

STRATEGY: Engaging, compelling video content supports a comprehensive geotargeted strategy incorporating both paid and earned media.

CREATIVE ELEMENTS: “Your instinct is to seek care, but the message is to stay home.” The opening line establishes a connection to the confusion and anxiety being experienced by the viewer, then provides the solution. Natural, relatable human stories make what could sound like an impersonal experience feel organic, friendly and connected.