Why it Matters
Identity and Ad Campaign
The Why it matters campaign was developed for the Bermuda Hospital Charitable Trust (BHCT). The BHCT was created and entrusted to manage the largest public capital campaign in the island's history. The Trust wanted to engage public support for the expansion of the King Edward's Hospital – an effort that would double the hospital's size and improve on-island medical service capabilities.
As the nation's only hospital within 700 mi/1,126 km, every Bermudian has a large stake in the hospital's modernization. A patient focused concept, built around testimonials, portraits and health statistics was developed into a public service campaign that personalized how the hospital's upgrades would improve every Bermudians quality of healthcare.