Despite the fact that it’s the national hospice leader, VITAS Innovative Hospice Care—now known as VITAS Healthcare—faced strong competition when it opened a new program in Jacksonville, Florida. Long-established hospices in the region had high awareness, and they weren’t going to give up market share easily. We needed to help VITAS build its own awareness and drive admissions fast, so we developed a campaign unlike anything else in the market. Caregivers were the focus, and they communicated what caregivers genuinely think and feel through authentic, believable voices in a tightly geo-targeted campaign including print, online, radio and outdoor ads. Within a quarter, admissions spiked 245 percent, to the point where program administrators were overwhelmed.