CHI Saint Joseph Health is the largest healthcare system in Kentucky with 7 facilities throughout the state. The brand needed a series of web videos to promote its cancer centers and their newly formed affiliation with the renown Cleveland Clinic Cancer Center. We decided to tell the stories of both patients and providers to personalize the brand, creating a compelling reason to choose Saint Joseph for cancer care. The authenticity and emotion of these short videos proved to be powerful messaging that was both relatable and reassuring to the target audience.