Vancouver Coastal Health

U. T.A.K.E. C.A.R.E. Campaign

Strategy | Art Direction | Copywriting

Background:

In the VCH region, people have several options when seeking medical care, depending on their health concerns. Since COVID-19, there has been an increase in the public visiting care settings for issues that could be addressed more efficiently elsewhere. This has contributed to capacity challenges and delays in timely access to care in some settings.

Data from Emergency Departments (ED) and Urgent and Primary Care Centres (UPCC) showed a steady rise in visits for health concerns that could be managed through other care options, such as pharmacy services or at-home self-care.

Strategy & Execution:

Using data from these healthcare settings, we developed a long-form educational video designed to educate, entertain, and inform the public about where to go for care. The video is played in ED and UPCC waiting rooms to help guide patients to the most appropriate care options.

To extend its impact, we ensured the video could be broken into shorter pieces of content for social media. This allowed us to use both organic and paid media to address emerging health issues—such as seasonal increases in cold and flu cases—and to target specific concerns at particular locations, like a rise in UTIs in Whistler.

Inspired by vintage public health campaigns and the video game Fallout, I developed the concept and acronym
U. T.A.K.E C.A.R.E. by analyzing data on the most common health complaints at EDs and UPCCs.

I wrote the video script, provided detailed descriptions of characters and scenarios for storyboarding, and collaborated with freelance illustrator and motion designer Felix Wong. We used AI voiceover to achieve the transatlantic accent and to allow for greater flexibility in voiceover edits and pacing.

Results:

The campaign is currently in market and has received overwhelming internal support.

“I’m so impressed with the acronym and the fact they got all those conditions to fit! Informative and engaging.”