As the COVID-19 Omicron variant surged during the end of 2021 and start of 2022, caregivers and hospitals across Ohio, and the nation, were being pushed to their breaking points. With unvaccinated hospitalizations surpassing record highs, it was clear a call for action was needed.

With so much mixed messaging surrounding COVID-19, and images of fatigued caregivers flooding the media, it was time for a different approach to encourage people in Ohio to get vaccinated.

As the #2 hospital in the world, Cleveland Clinic led the charge with 5 other local hospitals to amplify their message with a single full-page local newspaper print ad, anchored by one simple word: Help.

What started as a single word, on a single ad, in a single Sunday newspaper, expanded to a fully integrated campaign that reached billions of eyeballs around the world. (And became an Effie finalist).