Although University of Iowa Health Care is the only academic center in the state and has strong awareness and preference scores, consumers often choose a local care option, even for complex conditions that would benefit from an academic perspective. The experience, drive, compassion, and empathy of University of Iowa Health Care’s team brings academic medicine to life, in a way that feels human and relatable. In this campaign, providers and team members share what they do, why they do it, and how it makes a difference for patients, from everyday care to complex treatments. We humanize academic medicine, making it approachable, and understandable, while challenging the notion that all care is the same.