The primary message of this campaign is “Elevating Radiology”. Under that banner, the Radiologist (and the Radiology Department) is the hero of our narrative. The patient is the benefactor. The goal is to show how patient care improves through clinical insights, workflow improvements, and being prepared for the future in partnership with GE. Memorable vignettes were depicted that showed specific customer examples of those challenges and benefits faced by facilities and institutions. An inspirational narrative drives the video’s cadence with dramatic music used to set the stage. Imaging scenarios shot on location provide the visual through lines with subtle graphic reinforcement. We see a patient rushed into the ER, a newborn who needs special care, an elderly patient in consultation, as well as other patient cases covering the CT, MRI, Interventional, X-Ray modalities. After viewing this video, customers should know that GE understands the challenges in imaging departments and how to solve them and should look forward to additional dialogue about how to collaborate with GE Healthcare and to consider investments in GE solutions.