HSHS Medical Group is a 650+ physician’s group located in central and southern Illinois serving over 80 counties. HSHS was creating a new level of service to meet the growing demand of the aging population by developing a Medicare Only Clinic to serve patients age 60 and over. Using consumer insights and market trends, The Fource Group created a campaign that re-defined what an aging audience is - a seventy-year-old is no longer sitting in a rocking chair, they are rocking out to Bon Jovi! And so, we made them rock stars during a one day video shoot under COVID-19 Restrictions, The FOURCE Group created the entire campaign. The entire shoot was filmed twice, with masks and without masks to ensure the longevity of the creative and sensitivity to the new health safety guidelines. The was an elevated campaign that changed the traditional idea of how a Medicare Clinic is supposed to feel while still focusing on all of the functionality and accessibility that it would have in order to serve aging patients. The two spots ran on air in the targeted markets reaching over 1.8 million viewers and driving awareness of the new health care concept. This campaign was a massive success and garnered and led to a 65% rise in new patients to the new Medicare clinic.