In order to provide a higher level of care for their patients, ARA Health Specialists launched a new program called ARA Cares. They hired a dedicated staff member to be a trusted resource for patients as they navigate their healthcare needs, from scheduling appointments and follow-up care to understanding a bill and determining next steps. To advertise this new service, we came up with the “Let’s get that straight.” campaign, featuring a confusing, twisted-up knot that straightens out to become a simple, clean line. Other iterations included similar line drawings that illustrated specific patient issues that the ARA Cares Coordinator can help with. The campaign ran as posters in hospital hallways, as well as digital ads, print ads, and even outdoor billboards.