Altru Health System

Generating pride in community health, by focusing on the community.

A hospital ER hallway that is transitioning from a blueprint drawing into the real space. A nurse is pushing a patient in a wheelchair.
Green cross with a river running through it in front of the name "Altru" in gray sans serif type.

For the people of Grand Forks, Altru is yours.

If you live in the Red River Valley, it’s almost impossible to not know the Altru name. And in fact, over time that had become somewhat of a liability. Some people equated it with a lack of choice in health care options for the community.

But in reality, Altru Health System is PART of this Grand Forks community. Delivering high-quality care to neighbors, family, and everyone who makes it such a special place. Year-over-year, we’ve helped Altru remind people that this thriving health system is something to take real pride in.

A couple standing at a bassinet in a private NICU room looking down at their newborn baby as the space transitions from a blueprint to the real thing.

2025

Situation

Altru was preparing to open its doors on a new future-facing hospital. But as the construction had been drawn out due to COVID delays, some of the community had begun wondering if it would live up to their expectations.

Emotional Catalyst

Believe it. Every decision that went into designing the new hospital put the needs of the community first. Our approach set out to generate excitement and pride by proving it.

Solution

“This is Why” looked past what the new hospital features were, to why they were so important: Patient-first design.

Results

Post-campaign research showed “This is Why” had a significant impact in influencing community members to seek care from Altru.

6 year old girl wearing a hospital gown standing at a large window and smiling as light shines on her face.
Surgeon wearing blue scrubs performing an operation in a dark operating room.
Blonde doctor shining a light into the eyes of a middle aged man to check for a concussion.
Close up of a mom and dad staring down lovingly at their premature baby in the NICU
“This is Why”
“Windows”
“Elevators”
“NICU”
“ER”
Two images split by a white line. The top image shows a woman with her young son talking to a teacher during conferences. The bottom image shows the same woman as a doctor talking to the same teacher, now as a patient, in a doctor's office.

2021

Situation

The Grand Forks community is incredibly tight-knit. Everyone looks out for each other, and leans on one another for support. We saw a unique opportunity to further engrain communal Altru pride by leaning into this truth.

Emotional Catalyst

Here, care is a two-way street. The people who work at Altru are also part of the community, so patients are more than patients. They’re teachers, local restaurant owners, and all sorts of people who take care of Altru in return.

Solution

“Care. For one another.” showcased real examples of two-way care happening every day, giving weight to why Altru takes such pride in being the community’s health system.

Father holding young daughter in a hockey arena smiling at someone out of frame.
A man is sitting in an exam room talking to a doctor touching his knee, explaining that it hurts. A male doctor is standing next to him listening.
A male teaching stands in the school hallway talking to a mom who is there for parent teacher conferences.
“Here”
“Allison & Dr. Martin”
“Chad & Dr. Quinn”
“Pat & Dr. Haug”
Billboard with multiple green and blue rectangular sections and text that reads, "Care. For one antoher. Keeps this community strong." There is also an Altru logo in the lower right corner.
Young girl in a pink shirt smiling directly at you.

2018

Situation

As the region’s largest hospital and health system, the community depends on Altru. But some people felt like Altru could be doing more to show their commitment.

Emotional Catalyst

Community first. Every decision Altru makes really is informed by what’s best for the community’s needs. Our focus? You.

Solution

“Focused on you. Focused on the future.” featured real community members right where they lived, worked and played. The focus began and ended on them, with an eye towards a better future of health for all who live in the region.

Woman with Pink Highlights
Billboard for Altru. It has a green background with a close up image of a man wearing glasses and text that reads, "Focused on you. Focused on the future. New Express services"
Altru "Focused on You" Facebook Carousel
Altru Bus Wraps
Woman dancing in living room listening to music

Wings Credit Union

Yellow and white text on a blue background that says, "GO further," paired with a photo of two friends playing skee ball in an arcade.

Metro Transit

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