In 2024, Spire asked us to draw on our award-winning medical documentary expertise to create a series of authentic, patient-led short films - designed to move audiences from awareness to consideration.

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We cast contributors from a pool of 500 patients, selecting the stories that would resonate most, producing eight patient films and multiple assets for targeted media across social channels. We also cast and produced 30 user-generated patient films to broaden reach beyond the core campaign.

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The strength of these narratives - and the way audiences engaged with them - led Spire Healthcare to build their wider 2026 multi-channel marketing campaign around this approach.

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‘We Never Forget What Matters’, featuring a new TV ad, launched in April 2026 across broadcast, digital and owned channels, designed to connect with customers across the channels they engage with most.

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At its core, the principle is the same: real people telling real stories - tackling barriers such as cost perceptions and uncertainty around access, and building trust at scale.

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Emma Cripps, Head of Brand at Spire Healthcare, said:

“After filming series one I knew we had the opportunity to do something special. The strength of our new campaign comes not only from the TV ad, but from the authentic narratives and real people that underpin it. Bringing those stories to life at a scale and level of integration not typically seen in private healthcare campaigns has been key to its impact.”