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On behalf of North Carolina hospital system CaroMont Health, FerebeeLane produced “Trust in Me” – an integrated campaign featuring three TV spots, paid social and outdoor boards aiming to rebuild and regain patients’ trust by showing authentic moments of care rather than statistics, technology and treatments.
When FerebeeLane tackled healthcare's deepening trust crisis for North Carolina hospital system CaroMont Health, we faced a profound challenge: How do you build faith in a healthcare system when over 70% of Americans feel failed by healthcare in America and nearly half distrust even basic health reporting? We couldn’t effectively talk to patients with just statistics, cutting-edge technology updates and treatment offerings. We had to show them we understood what they were feeling. We had to meet patients and families where they currently were — completely rebuilding and regaining their trust by validating their feelings about the rest of the healthcare world.
We launched the ‘Trust in Me’ campaign with a regional 60-second spot during Super Bowl LIX. Knowing the need for an emotionally engaging campaign and following the insight that medical decision making generally falls on women, this intimate narrative aimed to show CaroMont Health at its most empathetic. Set to Etta James' “Trust in Me” and directed by female filmmaker Olivia Martin, the near-dialogue-free spot captures the quiet moments where care and trust intersect as CaroMont supports both the patient and the wife. The spot achieved a 3.9 Star rating on System1's Creative Effectiveness Platform, placing it in the top 3% of all tested advertisements. Additional TV spots, paid social, digital banners and outdoor boards continued the ‘trust us to care like you do’ messaging – acknowledging both the complexity of healthcare relationships and the power of genuine human connection. ‘Trust in Me’ provided CaroMont Health with a powerful platform as they enter a landmark period of growth.
