AdventHealth: The Survivor Bell Choir by 22squared

To launch its new brand, AdventHeatlh (previously Adventist Health System), partnered with independent ad agency 22squared to bring to life the power of new beginnings for cancer survivors.

In a one-of-a-kind event, patients of all ages, from across the system and across the country, came together to form the Survivor Bell Choir. Together, they performed a moving rendition of the classic holiday carol, Silent Night, to honor patients marking the end of their treatment and the start of a new beginning.

The holidays are filled with the sweet sound of ringing bells, from storefront Santas to Christmas carols. But, inside the walls of AdventHealth, a ringing bell means something more. Here, these chimes mark the end of treatment and the beginning of life without cancer. To share that joyful sound with our communities, a bell choir unlike any other came together for a special performance.

The conductor, Richard Hickam, AdventHealth’s Director of Arts in Ministry, galvanized the group. Many of the choir members had never even seen sheet music. He taught them to read music and to play an instrument, in just three days. The survivors came together as strangers and left as friends.

The campaign will run in Broadcast TV/Cable and Cinema. It will also be used to launch AdventHealth’s new brand presence on Facebook, Instagram and YouTube.