Centra, a well-known healthcare system within their central and southern Virginia market was looking to reconnect with patients and their community. They wanted to be seen as a partner in health, and support patients to continue living their life on their terms, judgement free. The “It’s Your Life” campaign took a fresh approach to health care messaging featuring real Centra patients living their life, doing what they love, and the Centra caregivers that help them live it.