Banner Health Uses Poetry to Bring a 'Shot of Normalcy' to the US During the Pandemic

As the healthcare industry works to encourage consumers to get the Covid-19 vaccination, MullenLowe New York created a spoken word campaign launched during National Poetry Month for its client, Banner Health, a nonprofit health system based in Arizona.

The audio and video spots were written to address this pivotal moment in pandemic culture, and introduce the hope and optimism that the vaccine can bring, reframing and celebrating it as 'a shot of humanity'. The poems, which were crafted by Colin Frawley (copywriter) and Dan Pappas (art director) and performed by Adrian Michelle, were inspired by Amanda Gorman’s words and readings.