Convincing people to get joint replacement surgery mid-pandemic required a different strategy. For Goshen Health, a regional hospital and out-patient system in Indiana, the answer came from focusing on real people. This eye-catching campaign spurs people to take action for a more active life, using bright, energizing colors and real patient photos. It drove more than 1,000 web visits in its first month, with 328 hip and knee pain assessments completed.