Like many critical access hospitals, Black River Memorial Hospital was fighting a perception battle. That it doesn't have the technology or capabilities of a larger hospital. To prove the perception wrong, Legato created a series of service-line-specific ad campaigns with a humorous twist that opened minds and doors for increased orthopedic and urological surgeries as well as urgent care volumes. The theme "We know. We've been there." delivered the message that not only does the hospital have the capabilities; it has the experience.