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Dignity Health: Take Back Your Morning

It’s no secret that consumers are more plugged into personal digital devices than ever before. Most people also know that uber-connected smartphone habits are probably not good for them. But how do you take that not-so-cheerful insight and not only make it relevant, but also turn it into a positive association for a healthcare brand?

Allison+Partners worked with Dignity Health to develop an integrated campaign in support of their “Hello Humankindness” movement, which used research-driven insight to encourage people to put down their digital devices for the good of their health and relationships. The campaign included quantitative research on the connections people have with their smartphones, a social media program, PR campaign, microsite, video production and on-the-ground interaction lanes in Phoenix and Sacramento.

The campaign launched on Nov. 2 – purposefully chosen for the same date daylight savings added an extra hour. Dignity Health invited people to hashtag #TakeBackYourMorning on social media and pledge to start the day device-free. People were also encouraged to tag a friend and share personal stories and ideas. Twitter and Facebook content was posted from the Dignity team offering ideas, suggestions and health benefits. A stunt featuring white-lined walking lanes labeled “This space reserved for actual human interaction” kicked off in Phoenix and Sacramento and was covered widely across news and social media, generating conversations about too many digital distraction and the cost of sacrificing real interactions.

Results included:

  • Earned impressions totaled more than 11,013,914
  • More than 2.3 million video views total by end of campaign
  • 38,000 social engagements on platforms Facebook, Twitter and Instagram
  • Nearly 3,000 landing page visits
  • Media coverage with Sacramento Bee, USA Today, and numerous local outlets for Phoenix and Sacramento stunts
  • Campaign covered by MediaPost and AdAge