the condition
The Virginia Department of Health (VDH) Chickahominy Health District (CHD) asked for West Cary Group’s assistance in creating dynamic, animated videos to primarily broadcast in their waiting rooms. These videos are needed to educate in-office patients about the organization’s expansive services as well as clear up any misconceptions about their mission.
In addition, the video had to include a Spanish translation to reach broader audiences. The result was a work so powerful that it compelled other VDH health districts to contact us directly about how we could create videos for their waiting rooms using the same look and feel.
a prescription for success
WCG developed the “More to C” campaign, an inventive play on “more to see” and “more to (C)hickahominy.” The campaign used dynamic motion graphics, blending illustrative and lifestyle imagery to both humanize content and continually engage waiting room audiences who could see the video multiple times.
CHD wanted to highlight seven services, so we penned a script that was segmented by topic to simplify the district’s offering. This approach would also allow for superior versatility, allowing CHD to extract segments for social posts and newsletters.
Throughout the process, we collaborated with CHD to ensure that they had a voice in the creative. WCG worked closely with a translation company to ensure closed captioning accuracy while bilingual CHD staff reviewed to guarantee the Spanish made sense in a medical context. At the end of each segment, viewers were encouraged to either scan a QR code that led to information on the CHD site or speak to a front desk representative for more personal interaction.
an outstanding outcome
CHD serves four districts, with a combined population totalling 165,000. With thousands of patient visits to their offices in 2023 alone, now that our video is playing in waiting rooms, it has the potential to make a great impact. Moreover, CHD is realizing how powerful and effective a tool waiting room videos are for community engagement.
Through inclusive messaging and arresting visuals, CHD is showing there’s more to C in their healthcare approach — and that they’re working to ensure that there are better outcomes for all.
