Owensboro Health


Promoting a level of distinction in a very human way.

Conceiving a powerful, relatable message.

In 2015, Owensboro Health wanted to promote its Level III neonatal intensive care unit (NICU) and OB Emergency Room.

Naturally, the hospital wanted to help the region understand the significance of having round-the-clock access to neonatologists, neonatal nurses and respiratory therapists if ever faced with serious complications while bringing a new little person into the world.

Core was asked to help expecting moms understand the quality of care they could expect from their regional hospital. And at the same time, help create a halo effect (quality perception) surrounding the health system’s other services.

To do so, we imagined … and then depicted … what it would be like for a mom and dad to go through complications at delivery. And then, thanks to the work of amazing physicians and nurses, experience a happy outcome.

The result was this Emmy award-winning :60 TV commercial: