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Capturing attention in a COVID-focused world.
For the first few months of the pandemic, The Rose, a Houston-based nonprofit organization that provides access to breast screening, diagnostics, and treatment services, had to halt services and could only bring in income through donations and grants. By the time The Rose was able to open its doors again, women had become hesitant to schedule mammograms, which had to be done in person. The pandemic had led to a decrease in people seeking medical care of all types, from delaying care for medical emergencies to postponing outpatient procedures (like mammograms) for fear of getting sick. A decrease in mammograms meant a decrease in funds to help uninsured patients.
Compounding the problem, the pandemic cost hundreds of thousands of Houstonians their jobs—and their health insurance. With a larger uninsured demographic in need of assistance and fewer insured patients scheduling their annual mammograms, we needed to deliver a clear call for people to help The Rose, and themselves, by scheduling appointments, donating and reminding them that their well-being was still a priority.