Challenge

To introduce locals to VCU Health’s new NOW Center without indulging in typical “from rehab to race-ready” clichés about rehabilitation.

Solution

Sometimes, the love we might feel for our favorite sport or exercise can feel like a grand romance. And when an injury comes between us and what we love, it’s a tough breakup to live with. Through funny relationship-themed TV and radio spots, we encouraged our audience to let the NOW Center bring them and the object of their affection back together.

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