Best Annual Report (Online)

‘Three Simple Words’ showcases health care organization’s culture, commitment

Video captures concise but essential truths about LifeBridge’s identity.

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A regional health care organization with five busy facilities in the Baltimore, Md., area, LifeBridge Health wanted to share a year’s worth of experiences in a simple, visual format. Following the example of a popular “Good Morning America” feature, LifeBridge’s Laura Bogart produced “Three Simple Words,” a video that showcases a wide range of stakeholders—board members, donors, patients and others—displaying three-word messages that sum up the organization’s mission, culture and values.

Set to the tune of Plain White T’s song “1,2,3,4,” the video highlights a series of short but meaningful messages about the organization’s work, from “Nurses Encourage Me” on hand-printed signs to “We Broke Ground” on the back of a trio of hard hats, and “Proud To Lead” on a string of paper dolls (not to mention the message created by pasting M&Ms on poster board). A graphic artist helped design the various shapes, fonts and locations for each three-part message. To overcome participants’ shyness, producers directed activities for the groups: hugging, pointing to equipment, or jumping up and down. The result: a visual snapshot that’s powerful and moving without becoming self-congratulatory or sappy.

The video was premiered at LifeBridge’s annual board meeting and posted online.

The hard work of Laura Bogart and her team paid off in a first-place finish in the Annual Report (Online) category of the 2012 PR Daily Awards.

To see this award-winning video, please click here.

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