Cramer-Krasselt and Emplify Health embrace a “little empathy” in new campaign.

Healthcare advertising is saturated with images of people caring for people. So much so, it’s hard to care about any of it. When two healthcare systems merged to form Emplify Health, they asked us to create an introductory campaign that positioned them as caring and empathetic. We knew we could deliver by doing something different.

We created a campaign that evokes humanity without showing a real human. It stars an animated heart character that demonstrates empathy at every turn. “Little Empathy” quickly captured the hearts of doctors, nurses, staff and patients. And Emplify Health has embraced it at every level, from 3D cutouts in conference rooms to plushies that comfort pediatric cancer patients. Little Empathy proves that “a little empathy changes everything,” including healthcare advertising.