Turning critical moments into lasting emotional connections
CommonSpirit Health approached us with a challenge at the heart of modern healthcare communication: strengthening earned media through compelling, emotionally resonant storytelling. In a crowded media landscape, traditional healthcare messaging can often be overlooked. CommonSpirit Health sought to cut through the noise and create a meaningful connection with its audience by telling a powerful human story.
The specific opportunity arose when a rodeo rider was seriously injured after being bucked off his horse at the annual National Western Stock Show in Denver, CO. A CommonSpirit Health emergency physician was the first on the scene and played a critical role in stabilizing the patient. This moment presented a unique, real-life example of compassion and swift medical care—but it needed to be told in a way that resonated.
Industry research shows emotional connections are key drivers of brand loyalty, with 80% of consumers stating that they are more likely to be loyal to brands that resonate with them emotionally. CommonSpirit wanted to ensure their story didn't just inform—it inspired.
OUR PROCESS
Listening for what matters most
We began by meeting with CommonSpirit's communications team to understand the context and significance of the event in depth. Through collaborative sessions, we explored how this incident could serve as a catalyst for a broader earned media campaign centered around emotional storytelling.
We identified key angles (heroism, community care, and human resilience) that would resonate with local media while tugging at viewers' emotions. The emotional connection between the rodeo rider and the physician humanized CommonSpirit's brand, making it more relatable and memorable.
OUR WORK
Crafting a human-centered PR story
We developed a multimedia storytelling package, including press materials, patient and physician interviews, and emotional visual content, all highlighting the real-life impact of CommonSpirit Health’s emergency care. This was strategically pitched to local media outlets to secure high-value earned media placements. We individually worked with each local news outlet to secure unique interview angles and diverse shots, ensuring both timely news coverage and client satisfaction were maintained.
Outcomes
Emotional storytelling, real media impact
The story received 27 media hits and was picked up by multiple regional news outlets, helping CommonSpirit Health humanize its brand and increase positive media exposure.Along with the media hits, the story reached 13k across media, social, and blogs shortly after the story's publication.
By highlighting real human moments, CommonSpirit elevated its earned media strategy and deepened emotional resonance with its audience.
Summary
Your stories deserve to be felt
When we connect brand values to real human experiences, people don’t just remember a company’s name—they remember the feeling associated with it.
Let’s work together to tell real stories that move people and the media.
