Big investments have to pay big dividends, even when you’re a nonprofit hospital. So when St. Charles Redmond Medical Center unveiled its new $30 million JELD-WEN Tower expansion, a lot was riding on DVA’s shoulders to make sure the community understood the magnitude of the project and its impacts on the region. The expansion debuted to great fanfare, but had value for a limited window of time. More was needed to attract and retain market share, and to sustain excitement well into the future. DVA developed the “We think about it so you don’t have to” brand campaign featuring high-profile, yet highly relatable, members of the community, depicting them in their daily routines while pondering the complexities of health care that St. Charles Redmond Medical Center helped simplify in their lives.