Amedisys is one of the largest home health providers and second-largest hospice care provider in the United States. They came to us for a brand awareness campaign. With such a weighty topic, we knew the need was much greater.
At the intersection of care and emotion, hospice is often misunderstood. Amedisys sought to shift the narrative to create space for dignity, deepen human connection, and help families face the end of life with greater clarity and peace.
The Challenge
Reframing Hospice with Humanity, Not Fear.
Hospice care is deeply human, deeply emotional and often misunderstood. In a crowded health care marketplace, Amedisys faced a high‑stakes challenge: increase brand awareness without oversimplifying, sensationalizing or eroding trust around one of life’s most vulnerable moments.
We’d need to build trust and create preference while honoring the plight of individuals and loved ones who face the tough and emotional decision of seeking hospice care. The work would need to educate what hospice truly offers during one of life’s most difficult moments.
The Work
each day matters.
Through deeply researched strategy development, we uncovered another powerful truth. Hospice employees are not simply doing a job, they are answering a calling. They are a different kind of caregiver, drawn to work that asks for empathy, steadiness and quiet strength for individuals and their families.
So the message would be delivered by the people who were delivering the care. We chose a cinematic, documentary-style campaign focused on the hospice employees.
Because the work balanced both education and storytelling, treating real-life experiences with respect, we left nothing to chance. Every element of production was handled with deliberate care. The interviews mattered deeply, so choosing the right interviewer was critical. It had to be someone who could create trust and help subjects forget the cameras. We conducted long, unhurried interviews, knowing the story would reveal itself only through listening and patience. To protect that intimacy, we kept the crew intentionally small.
The campaign launched with a hero video with shorter cuts across CTV and OTT, programmatic display, and digital audio. It was supported by website content and new brand photography. It debuted in three markets with plans for future expansion.
The results
Measurable Impact. Meaningful Change.
The work generated more than 1.62 million impressions and nearly 6,500 landing page visits, with over 7,000 users viewing the campaign page.
Perhaps the most impactful metric was found on the website. Not only did programmatic advertising drive a 44.10% engagement rate, but the interview video on the site became the most visited page, aiding our education goals.
2M+ impressions
~6,500 landing page visits
7,000+ users viewing the campaign page