CommonSpirit shows the joy of simple 'humankindness'

The campaign's found footage strategy emphasizes how authentic moments have the power to heal.

Healing is a multifaceted process that goes beyond just the body. It’s also important for the mind to be equally aligned in the healing process. 

CommonSpirit shares that concept in its new campaign, which promotes its "Hello humankindess" initiative. The spot "Motivational Sister" shows a little girl giving her brother a pep talk.  

"You’re a champion," she tells him. "You’re not a quitter. Quitters don’t do what they're ‘posed to. And You’re a star. And you shine. That’s what you do. That’s what you do every day."

The clip, which includes real footage shot during the pandemic, shows the little boy breaking into a smile at his sister’s words. The spot shows how his sister’s words made an impact on him — and how the way we treat one another can make an impact on us. 

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