GoHealth asked for an attention-grabbing billboard to educate drivers on when to use urgent care versus the emergency room. 



I discovered the key difference between urgent care and the emergency room to be risk of death. That made for a bold statement drivers couldn't possibly ignore. Originally, I pitched the line "Dying? If not, don't waste your time at the ER." It was a little too edgy for the brand, but the thought was there. Soon after, I wrote a version that carried the same sentiment in a more consumer-friendly way.


Since the client liked the original line I pitched, they asked me to write a mini-campaign with the same formula. I took attention-grabbing symptoms as headlines and paired them with subheads that paid off the urgent care’s core benefits.