No one wants to think about having to go to the emergency room, so how do you get the message out that you have one of the best in the city and the shortest wait time? You avoid the gore and create simple, bold graphics that let the viewers complete the story. I focused on scenarios that we could all relate to. These ads ran throughout San Francisco in print, on buses, and on bilboards. The response was great, and people knew where to go when they needed great,and fast care.