LifeBridge Health brought together four distinguished hospitals, each with an established culture of care—their 12,000 employees did not feel or operate as members of a larger whole. Care Bravely was developed to help unify the hospitals with LifeBridge Health’s history in mind. LifeBridge Health is comprised of Sinai Hospital of Baltimore, Northwest Hospital, Carroll Hospital, Levindale Hebrew Geriatric Center and Hospital, and related affiliates and subsidiaries. Sinai opened its doors in 1866 to give minority and predominantly Jewish doctors a place to practice when other hospitals would not, and the hospital provided care to all patients in an era of segregation. From that founding more than 150 years ago, LifeBridge Health has grown and thrived with an unwavering commitment to caring for the community.

Working with StrawberryFrog, the world’s first movement marketing agency, LifeBridge Health wanted to “activate and ignite its purpose” around a simple but powerful idea that would both resonate externally and motivate internally. StrawberryFrog used its rigorous Movement strategic process to identify a key insight: people want to be seen as people. This has currency among teammates as well as society and patients. Care Bravely embodies the spirit of the people of LifeBridge Health. It was ‘inspired by employees who care like there’s no tomorrow and then do it again the next day.’ Optimism. Empowerment. Creativity. Trust. Passion. This is what the Care Bravely movement is creating among LifeBridge Health team members.

Purpose branding is nothing if you can’t activate it among employees and consumers. Since the launch of Care Bravely, LifeBridge Health employees have been more engaged, as evident by 78%of all employees completing the year end LifeBridge Health employee engagement survey. This shows how our movement and 12,000 give-a-damn human beings bravely serve those in need, can be a remarkable way to motivate people to Care Bravely about LifeBridge Health.

The multi-platform Care Bravely Movement first launched in April of 2019 to the 12,000 team members at LifeBridge Health via launch parties, print collateral and an online platform wecarebravely.org. “Care Bravely truly starts with our team members, so we felt it was important to start the movement with them. Already, we have received hundreds of Care Bravely stories on our internal website, and we’re just getting started,” said CMO Brian Deffaa. The website, www.wecarebravely.org showcases Care Bravely stories, which range from simple acts of kindness to grand gestures.