During this year's Super Bowl, Novant Health ran an ad. Only most people didn’t get a chance to see it. It only aired in the market of Charlotte, where Novant Health is based.
The message wasn’t about any product or service. It was about healthcare workers and how attitudes towards these workers have changed dramatically over the past year.
At the start of COVID, healthcare workers were celebrated as heroes. In New York City, for example, people banged pots and pans every night to show their appreciation for their services.
Fast forward 12 months.
Now instead of cheering, people are questioning: “Gimme my antibodies” or “there’s no such thing as COVID.” Or even worse – many are indifferent.
Yet, these same healthcare workers still show up everyday to take care of us.
So Novant Health aired a spot on the biggest stage of the year in its home market to let these workers know how much their efforts are still appreciated.
It was created by Boudreau Advertising.