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Sutter Health Taps into the Human Truth of Resilience for Latest Campaign

barrettSF continues the brand's 'Thousand Things Health Anthem' messaging

Sutter Health Taps into the Human Truth of Resilience for Latest Campaign

barrettSF has created ‘Resilience,’ a multimedia marketing campaign for client Sutter Health that aims to ease patients back into the doctor’s office. The work breaks on September 20th and runs through the end of October. bSF is Sutter Health’s AOR.

‘Resilience’ is a continuation of the brand's “A Thousand Things Health Anthem” messaging. The 30- and two 15-second spots tap into the human truth that we are both vulnerable and resilient, now more than ever.

‘We humans are resilient,’ the 30-second ad says as it opens. We see scenes of people moving on with life after surgery, refreshing themselves in nature, practicing healthy hygiene habits, and even entering the world, but it goes on to remind us that we’re vulnerable, too, and shows a man who has fallen and a woman undergoing stress. “At Sutter, we see you as the sometimes-vulnerable, always-resilient person you are—it’s helping every human, every way we can.” The narration continues as one patient gets a cast cut off and another receives physical therapy. “It’s a thousand things, big and small.”

“There’s an elephant in the room right now, and it’s vulnerability. People aren't sure what to believe, or who to believe. It takes leadership and courage for Sutter to speak to that vulnerability so many of us feel. And, ultimately, to celebrate our resilience,” said Jamie Barrett, founder/executive creative director. 

Media comprises paid social, native content, out of home, broadcast television, streaming video, streaming audio, public radio, and podcasts. The campaign will run in Sutter Health’s San Francisco, Sacramento, and Santa Cruz County markets. Ways & Means and Metric Theory handled the media.


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Client: Sutter Health

Vice President, Marketing: Jim Macksood

Senior Director of Customer Segment Marketing: Alfred Wang

Director of Customer Segment Marketing: Sapna Parekh

Vice President, Field Marketing: Tracy Murphy

Interim Director of Segment Marketing: Theresa Massie

Vice President, Marketing Research: Jess Lillie

Senior Director, Platform Management and Marketing Technology: Chris Lange


Agency: barrettSF

Chief Creative Officer: Jamie Barrett

Creative Director: Aryan Aminzadeh

Associate Creative Director: Brad Kayal

Art Director: Caylee Hubert

Copywriter: Christian Zerbel

Esigner: Carolina Penner

Head of Production: Conor Duignan

Broadcast Producer: Davielle Boon

Print Producer: Britt Gardner

Head of Accounts: Robert Woods

Account Director: Lyndsey Dorian

Account Manager: Alliya Brisco


Media Agency: Ways & Means

Founders: Karen Halstead, Diana Bormuth


Social/Online Media: Metric Theory

Account Services Director: Noah Johnson


Production Company & City: Betty Films, San Francisco

Director: Plummer/Strauss

Executive Producer (Production Co): Lauren Schwartz, Betty Films

Producer (Production Co): Steven Sills, Betty Films

Director of Photography: Spenser Nottage

Post Production & City: Beast, San Francisco

Editorial Company & City: Beast, San Francisco

Editor: Blake Bogosian

Assistant Editor: Evan Mueller

Category: Healthcare and Wellness , Hospitals

Genre: People