Dignity Health is reviving a 2017 piece of viral content as part of its long-running Hello Humankindness campaign that refrains from typical healthcare spots with no doctors or patients, but instead focuses on people and emotional content.
Developed with agency Eleven, this latest edition of
videos features Barry White Jr. and his 5th grade literacy students greeting each other with personalized handshakes. Each student introduces their specific greeting that is then demonstrated by them
and White Jr. The spots end with "Connection makes us stronger."
This clip runs and is promoted across Facebook, Twitter and Instagram, with additional support from Huffington Post via its Power of Humanity page.
The digital media buy includes a Los Angeles LIVE out-of-home digital installation which appears via the LED video displays on the sports and entertainment district outside of the Staples Center. The four films in total are getting traction online with 836,000+ views on Facebook for Teacher Handshake since it posted in early March.
Dignity Health credits this Humankindness messaging with growing aided brand awareness from zero to 70% since its inception five years ago in 2013.