In the second year of our campaign for this New Jersey hospital, we wanted to expand the messaging and build on the successes of the previous year. Year One established our reputation for care, year two was an opportunity to talk about our passion and commitment to the community - because we live here too. Coming out of the first year of Covid, this was an even MORE relevant message to the public, and working closely with the staff and doctors, we were able to craft a spot that answered the question everyone was asking them - why do you do this when it could kill you?