Urgent care has an image problem: long waits, fluorescent lights, a general sense of inconvenience. This mailer was built to change that first impression before anyone ever walked through the door.
A little girl climbing the kitchen counter, paired with the line "Accidents happen as fast as our care," did most of the work. It's specific and real enough that you don't need to explain anything, you just get it. The back panel kept things practical, putting everything someone would need in a moment of stress right where they'd look for it.
My Role
Concepting: Led the ideation for the piece, guiding a writer who fine-tuned the headline and body copy.
Art Direction: Directed a designer and writer, including the photo direction that carries the concept.
