For You. For Life.

The healthcare industry has been in a state of unprecedented change. In the wake of the COVID-19 pandemic, consumers are more invested in their wellness than ever before. Gone are the days of simply looking for a provider. Instead, consumers want a true healthcare partner who goes beyond treating illness and injury and helps them create their healthiest, happiest lives. In response to this emerging trend, Baptist Health looked to Stone Ward, a partner of nearly 30 years, to help evolve the brand’s messaging to showcase the health system’s dedication to supporting Arkansans through every phase of life.

With a strategy built around showcasing the brand’s holistic, patient-first philosophy, putting real patients at the forefront of the campaign was a natural choice. In sharing their stories via television commercials, we celebrated their strength, resilience, and wellness, all while focusing on the healthy, happy lives they enjoy thanks to the care they received at Baptist Health.

Through these moving stories, we set out to spotlight the vibrancy of life lived fully and freely, much like Baptist Health’s approach to healthcare. Beyond the hospital or medical procedures that happen within its walls, we immersed ourselves in the magic of everyday moments, reflecting the pivotal role Baptist Health has played within the Arkansas community for over a century.

The television commercials incorporated the song “Best Life” by Ben Rector, a singer-songwriter based in Nashville, TN. His upbeat and relatable music has attracted a loyal fan base, especially among Millennials and Gen Z-ers. By utilizing Rector’s lyrics, “It’s the best that it has been in a long time, I’m living my best life,” the Baptist Health commercials emphasized the healthcare system’s commitment to holistic care and lifelong wellness, reminding Arkansans that no matter where life takes them, Baptist Health is here – For You. For Life. Ultimately, we painted a world that feels authentic and empowering, where the resilience of our subjects shines and inspires. And a true emotional connection with our audience is created.