In a healthcare sea of sameness, breaking through is no easy task. So instead of another tired clinical message showcasing same old medical facilities and healthcare professionals, we created selfnosis, a campaign for HCA’s expanding Urgent and Emergency Care services that introduced a new language rooted in relatable situations. The campaign cleverly pushed back against the widespread and risky habit of turning to the internet or unqualified advice instead of trusted healthcare professionals. This fully integrated effort helped HCA stand out, building awareness, credibility, and stronger patient connections within both the General and Hispanic markets.