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84Sports</span></a></li><li><a class="button-primary" href="#contact"><span>Let's Talk</span></a></li></ul><button class="site-nav__mobile-nav-toggle button-close"><span class="visually-hidden">Menu</span><span class="hamburger"></span></button></nav><!--[--><div><header class="project-header page-header"><div class="project-header__intro"><div class="project-header__intro--video"><video src="/images/work/inova/Inova_Hero_BRoll_4.mp4" aria-hidden="true" autoplay muted loop playsinline></video></div><div class="project-header__intro--copy"><h1>Inova</h1></div></div><div class="project-header__content"><div class="project-header__content--copy"><h2>Adding humanity to healthcare helps brand favorability hit 76%âan all-time high.</h2><!--[--><p>Over our three-year relationship with Inova, we moved perception in every metric we measured. People chose Inova more with intent-to-use rising from 69% to 75%. They trusted it more. They liked it more â enough to drive past other options to get there (up from 44% to 55%). But four waves of research revealed something the scoreboard didnât show: Northern Virginians werenât feeling Inova yet. Genuine. Compassionate. Personalized. The emotional descriptors were lagging far behind. Things that make us go, ""Hmmmm."</p><p>Healthcare revolves around humans. Yet true humanity is the last thing you see in most campaigns. Itâs all "world-class this" and "clinical excellence that," alongside a fake doc whoâs probably holding the stethoscope wrong. No thanks. For Inova, we gave voice to the patient and acknowledged all the weird, scary, curious, stupid, exciting stuff that rolls through our heads when it comes to our health. At work, at the gym, on the toilet (ok, that last one didnât get approved). All we want as humans is to be seen. And with our help, Inova became the only brand in the category brave enough to open its eyes.</p><!--]--></div><div class="project-header__content--sidebar"><h3 class="font-eyebrow1">What we did</h3><ul><!--[--><li>Market Research & Analytics</li><li>Brand Strategy & Voice</li><li>Visual Identity & Graphic Design</li><li>Integrated Campaign Development</li><li>Video & Photography Production</li><li>Paid Media & Social Asset Creation</li><!--]--></ul></div></div></header><main id="work-main"><section id="work-gallery-baf" class="work-gallery"><div id="video" class="aspect-ratio-16-9 work-gallery__row work-gallery__video"><div class="work-gallery__hiding-overflow"><div class="work-media-reveal" data-v-2a85b08e><!--[--><!--]--></div></div></div><div class="work-gallery__row work-gallery__stat-multiple"><div class="work-gallery__stat-multiple--full"><h2 class="font-subtitle3">The Impact</h2></div><div class="work-gallery__stat-multiple--stat-wrapper"><div class="work-gallery__stat-multiple--stat"><h3 class="work-gallery__stat-multiple--number"><span class="text-reveal-numbers" data-v-1d535f9f><span class="text-reveal-numbers__prepend" data-v-1d535f9f>+</span><span class="text-reveal-numbers__value" data-v-1d535f9f>0</span><span class="text-reveal-numbers__append" data-v-1d535f9f> pts</span></span></h3><p class="stat-description font-body2"><strong>More people chose Inova for care</strong><br>Intent to use increased from 69% to 75%.</p></div><div class="work-gallery__stat-multiple--stat"><h3 class="work-gallery__stat-multiple--number"><span class="text-reveal-numbers" data-v-1d535f9f><span class="text-reveal-numbers__prepend" data-v-1d535f9f>+</span><span class="text-reveal-numbers__value" data-v-1d535f9f>0</span><span class="text-reveal-numbers__append" data-v-1d535f9f> pts</span></span></h3><p class="stat-description font-body2"><strong>Brand favorability hit an all-time high</strong><br> Rising from 69% to 76%</p></div><div class="work-gallery__stat-multiple--stat"><h3 class="work-gallery__stat-multiple--number"><span class="text-reveal-numbers" data-v-1d535f9f><span class="text-reveal-numbers__prepend" data-v-1d535f9f>+</span><span class="text-reveal-numbers__value" data-v-1d535f9f>0</span><span class="text-reveal-numbers__append" data-v-1d535f9f> pts</span></span></h3><p class="stat-description font-body2"><strong>More patients willing to travel for Inova care</strong><br> Up from 44% to 55%</p></div><div class="work-gallery__stat-multiple--stat"><h3 class="work-gallery__stat-multiple--number"><span class="text-reveal-numbers" data-v-1d535f9f><span class="text-reveal-numbers__prepend" data-v-1d535f9f>+</span><span class="text-reveal-numbers__value" data-v-1d535f9f>0</span><span class="text-reveal-numbers__append" data-v-1d535f9f>%</span></span></h3><p class="stat-description font-body2"><strong>Annual increase in specialty patient volumes â real-world growth where it counts</strong></p></div></div><hr class="work-gallery__stat-multiple--hr"></div><div class="work-gallery__row work-gallery__image aspect-ratio-16-9"><div class="work-gallery__hiding-overflow"><div class="work-media-reveal" data-v-2a85b08e><!--[--><picture fetchpriority="auto"><!--[--><!--[--><source type="image/avif" sizes="1920px" srcset="https://www.notorious111.com/cdn-cgi/image/q=80,w=1920,h=1080,f=avif/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 1920w, https://www.notorious111.com/cdn-cgi/image/q=80,w=3840,h=2160,f=avif/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 3840w"><!--]--><!--[--><source type="image/webp" sizes="1920px" srcset="https://www.notorious111.com/cdn-cgi/image/q=80,w=1920,h=1080,f=webp/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 1920w, https://www.notorious111.com/cdn-cgi/image/q=80,w=3840,h=2160,f=webp/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 3840w"><!--]--><!--[--><source type="image/webp" sizes="1920px" srcset="https://www.notorious111.com/cdn-cgi/image/q=80,w=1920,h=1080,f=webp/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 1920w, https://www.notorious111.com/cdn-cgi/image/q=80,w=3840,h=2160,f=webp/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 3840w"><!--]--><!--[--><img width="1920" height="1080" alt="Inova wrapped bus advertisement" style="" onerror="this.setAttribute('data-error', 1)" data-nuxt-pic loading="lazy" src="https://www.notorious111.com/cdn-cgi/image/q=80,w=3840,h=2160,f=jpeg/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg" sizes="1920px" srcset="https://www.notorious111.com/cdn-cgi/image/q=80,w=1920,h=1080,f=jpeg/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 1920w, https://www.notorious111.com/cdn-cgi/image/q=80,w=3840,h=2160,f=jpeg/images/work/inova/Inova_Static_OOH_Bus_straighter.jpg 3840w"><!--]--><!--]--></picture><!--]--></div></div></div><div class="work-gallery__row work-gallery__image-text-split"><div 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fill="#fff"></path></svg><!--]--></div></div></div><div class="work-gallery__video-split-item aspect-ratio-3-4"><div class="work-gallery__hiding-overflow"><div class="work-media-reveal" data-v-2a85b08e><!--[--><video src="/images/work/inova/Inova_Display_Ad_1920x2560.mp4" muted playsinline autoplay loop preload="metadata" aria-hidden="true" tabindex="-1"></video><!--]--></div></div></div></div><div class="work-gallery__row work-gallery__text aspect-ratio-16-9"><div class="work-gallery__hiding-overflow"><div class="work-gallery__text-content"><div class="work-text-reveal" data-v-0f35991f><!--[--><p class="font-subtitle3">We say "I'm fine" about 14 times a week.</p><!--]--></div><div class="work-text-reveal" data-v-0f35991f><!--[--><p class="font-subtitle3"><strong>Only 1 in 5 mean it.</strong></p><!--]--></div></div></div></div><div class="work-gallery__row work-gallery__image-split"><div class="work-gallery__image-split-item aspect-ratio-3-4"><div class="work-media-reveal" 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