Beyond Limits
Creative Rationale
Showing Up for healthcare’s biggest challenges takes grit and belief in something bigger.
It takes a refusal to be passive while the world waits for solutions.
We couldn’t stay idle, even if we tried—our purpose demands we take on challenges others may deem too difficult, and our scale gravitates us towards solutions others deem impossible.
The mountains are big, but we are bigger.
Backed by our unparalleled system of support…
We are big enough and brave enough to change everything... because we understand:
What happens in here changes everything out there.
Beyond Limits
We show up in force, and ready for it all.
From bedside care to research labs. From big cities to small towns.
Every shift. Every patient. Every time.
We are the ones they call when it’s urgent.
When it seems impossible.
And together—we answer.
With better data. With breakthrough care. With fearless leadership.
With care that resonates across 2,400 sites like one beating heart.
We are HCA Healthcare.
Not just the largest—the boldest.
Not waiting for change. Making it.
Every trial. Every transplant. Every saved life.
We show up with openness. With collaboration. With an energy so undeniable
it sparks progress beyond our walls.
And firm in our conviction that the hardest challenges
are the ones worth showing up for.
Because we understand: What happens in here changes everything out there.
Quality :30
When we show up, as only we can,
there is might behind the mission.
We are HCA Healthcare:
a team more than 300,000 strong,
strengthened by more resources,
anchored in more partnerships.
and united by a vision bigger than any one of us.
From the learnings gained through
more than 40 million lives cared for each year,
we draw wisdom...
insights that guide us beyond the known...
To take on healthcare’s greatest challenges,
And to reconsider... redefine... what care can be...for us all.
END CARD:
HCA Healthcare
We Show Up
Access :30
We show up in force, and ready for it all.
From bedside care to research labs.
With impact that resonates across thousands of sites
like one beating heart.
We are HCA Healthcare.
Not just the largest—the boldest.
Not waiting for change. Making it.
We show up with an energy so undeniable
it sparks progress beyond our walls.
Because we understand:
What happens in here changes everything out there.
END CARD:
HCA Healthcare.
We show up.
Experience :30
The best health care ... is human at its core.
And its lifeblood ... is innovation.
No one exemplifies this more than HCA Healthcare.
We’re setting the pace with technology
To support the people who care for our patients.
Leveraging big data for better diagnoses.
Harnessing advanced tools for faster healing.
And innovating systems to free doctors to focus on care.
Care that’s effective. Complex. More timely.
And, ultimately...
More deeply human.
END CARD:
HCA Healthcare.
We show up.
The Evolution
We Show Up will always be integral to our messaging, and serves as a thread providing continuity throughout campaign evolution. The statement, “Why we show up,” attached to the diamond plus icon, takes this sentiment to a higher and even more ownable level.
Social Media
Social Execution Rationale
We can deliver a compelling brand message without photography or video, using sound and visual effects. In this example, we showcase our brand icon and colors, subtly introducing the brand presence. HCA Healthcare’s name and messaging are revealed only after intrigue is established. This ensures the content feels audience-first rather than brand-first, increasing the likelihood of watch-through.
Social Execution Rationale
Drawing from true stories, we will create universal mini-movies employing video and ambient sound to engage the viewer. Our social is built with the user experience in mind: short and engaging to pique interest, and with up-front branding that is subtle but present. Creative is intentionally brief—optimized for attention spans on social feeds, and structured to pull viewers in with human, relatable moments rather than overt brand language up front.
+ Beyond Limits
Love goes beyond limits
To achieve extraordinary things, we must first recognize the limits before us—and then work with both heart and determination to move beyond them.
True strength lies not in denying our limitations, but in understanding them—and choosing to grow through them.
This is what our healthcare workers do every single day.
They confront the hardest challenges head-on, and find a way forward.
It’s not just what they do—it’s who they are.
In this next phase of Show Love, let’s honor that grit, that courage, and that quiet, relentless resilience—with our deepest gratitude.
Let's put a twist
on note collection
Let’s reinforce the daily determination, compassion, and commitment it takes to face every challenge in care—by inviting gratitude in.
We’ll distribute postcards to patients, families and colleagues, prompting them to share moments when a caregiver went above and beyond.
Each card begins with:
"Your love made all the difference. Thank you for..."
Collected responses will be shared in hallways, included with meal trays and delivered to units—creating a constant flow of recognition and emotional fuel.
It’s a simple way to keep the gratitude alive and the heart of the Show Love Project beating strong.
Love goes
beyond limits:
A Tribute in Print
We’re proposing a powerful hardback coffee table book that brings the brand’s heart and humanity to life—through the voices of those who live it every day.
Love goes beyond limits is a curated collection of real stories from the front lines of care—where healthcare workers and patients face the unimaginable and still find a way forward. These are moments of courage, compassion and quiet resilience that reveal the human spirit at its most determined.
The book will feature:
• Firsthand accounts of extraordinary care
• SLP notes from collection
• Striking photography
The book can be handed out as a commemorative gift for such events as a work anniversary.
Show Love Radio
Show Love Radio is HCA Healthcare’s new systemwide storytelling experience — made by colleagues, for colleagues. In every shift, at every facility, our people show up beyond limits. This platform celebrates them, in their own words. Show Love Radio brings real voices and experiences of
HCA Healthcare colleagues across the network into shared spaces. We’ll loop audio in breakrooms, short clips on intranet and huddle-ready moments scaled across our national network.
• Shoutouts from peers
-Shoutouts submitted by peers (“Maria in phlebotomy, you’re a rockstar.“)
• True stories from the shift that humanizes and tells the true story of colleagues grit with impact.
-Motivating stories or laughter moments submitted across HCA Healthcare
• Moments of impact that show what happens when we all show up
-Quick patient thank-you audio stories (with permission)
What it creates:
• A sense of belonging across facilities
• A real-time celebration of shared purpose
• A ritual that boosts pride without glossing over the work
• When our people hear themselves in each other, purpose becomes personal. That’s why we show up. And that’s how we move beyond limits — together.