Challenge: To build awareness and preference for the new community hospital, before, during and after its opening.

Solution: To win the "hearts and minds" of the region, a multi-media campaign featured community members while communicating the top quality medical offerings now closer to home than ever before.

Outcome: St. Anthony reached capacity more quickly than expected and accelerated expansion plans to reach full usage of all 80 beds in well less than one year. The campaign has earned a MarCom Award, a Healthcare Advertising Award, and the coveted IABC Gold Quill in 2010.