This is our David and Goliath story. Like David, Lima Memorial Health System is the challenger – an agent of change, a force for good, and group who wears a greater purpose with pride and ambition. While Lima Memorial and their competitor St. Rita’s Hospital have very similar offerings in terms of services, technologies, caliber of physicians, St. Rita was perceived as the better hospital. To change perceptions, we needed to give our audience something they can relate to and feel good about. Something that mirrors their own aspirations and leaves a lasting impression in their minds – and hearts. The people of Lima and its surrounding communities needed to know that they have a health care system that’s in their corner. A system that’s not afraid to fight for them. Whatever it takes and however long it takes. Lima Memorial is that health care system. Moreover, that’s what this campaign is all about. Using minimal copy, powerful images, and highly emotional music in the television and radio spots, the consumer is left with a renewed sense of pride for their city – and the hospital that bears its name.