The solution

When generating leads, asking for a donation can be a turn-off. Instead, our strategy was to engage people with a fun and entertaining True or False quiz about medical myths. Medicine has changed by leaps and bounds over the last decades and centuries. We’ve traded superstition for science and guesswork for real care. And SHN is at the forefront of science and care.

The ads featured attention-getting statements or myths, such as “Doctors used to prescribe leeches”. Once people click on True or False, they are taken to a landing page for the correct answer. At that point, the ads communicate how medicine has changed and what SHN is doing to lead the way. Then the viewer is asked for a donation to help fund future care at SHN.