New York-based independent advertising agency Barker has launched a campaign for Holy Name Medical Center, with the aim of reinventing the public’s perception of the typical hospital experience, which often includes somber-toned healthcare marketing ads. The new work is based on individual’s real-life stories, but the agency has taken a radically different approach to the traditional healthcare testimonials we are accustomed to. Barker has moved away from the tired language, imagery and tone of past healthcare campaigns, and instead created messaging that is bright, positive and raw in emotion.Barker spent weeks with patients, understanding their stories and how the treatment they received at Holy Name Medical Center was different, hence the campaign tagline titled, 'This Place is Different.' Barker credits the unusual tagline as a platform for the positive patient experiences portrayed in the campaign. Whether a cancer survivor, a new mother, or someone recently diagnosed with MS, the ads highlight how Holy Name treats patients as people, not numbers, and go the extra mile to make sure everyone’s needs are met.The creative, which features lines like 'This is What a New Lease on Life Looks Like,' and 'This is What Three Years Cancer Free Looks Like,' will be featured across social, digital, local billboards and print, as well as on the Holy Name microsite.CreditsCreative, media buying and planning: Barker