How One Emotional Ad Helped Transform a Healthcare Giant

The Ask

PruittHealth, a leading provider of post-acute care in the Southeast, approached Lucie Content with a unique challenge: to showcase the dedication and compassion of their certified nursing assistants (CNAs) who provide home healthcare services. The goal was to create an authentic, emotional video that highlighted the impact of their work while attracting both potential clients and new talent. The final product needed to resonate with diverse audiences and be polished enough to air across Georgia.

The Strategy

To bring this vision to life, we shot a mini-documentary approximately seven minutes long, capturing the real-life experiences of a PruittHealth CNA on their daily route. This approach allowed us to create an immersive and deeply personal story that highlighted moments of care, connection, and dedication. By prioritizing natural lighting, candid interactions, and personal testimonials, we ensured the video felt genuine and relatable. In post-production, we edited the footage into a powerful TV commercial campaign, carefully selecting key moments to create a compelling 30-second spot. A carefully chosen soundtrack and professional voiceover emphasized the emotional weight of the narrative. The final commercial met broadcast standards, making it suitable for both television and digital platforms.

The Impact

The finished commercial struck a powerful chord with audiences across Georgia. It aired on multiple networks and was shared extensively on social media, reaching thousands of potential clients and job seekers. Increased Brand Awareness: PruittHealth reported a significant uptick in inquiries about their home healthcare services following the campaign. Boosted Recruitment: The video showcased the rewarding nature of being a CNA, leading to a noticeable increase in job applications. Strengthened Reputation: The emotional storytelling positioned PruittHealth as a trusted and compassionate leader in the healthcare industry. Through this project, Lucie Content helped PruittHealth turn a simple “day in the life” concept into a compelling narrative that inspired action and built meaningful connections with their audience.