Respecting individuality. Here's something you don't often see in hospitals or with doctors: patience. It usually seems like as with any job, no one has time. Expediency has replaced humanity. And yet, like all stories in the Gundersen campaign, here's a real story that demonstrates the value of patience, when it comes to children, and especially when it comes to special needs children. This doctor comes up with a really creative way to get Tanner to stand on the scale to get his height and measurement. In this case they measure his spatula first. Charming. It's also a really great way for Gundersen to own words like "compassion," and make sure each word in healthcare carries equal weight.

CLIENT: Gundersen Health System Chief Business Development & Marketing Officer: Pamela Maas Marketing Manager: Shawn Stevenson Marketing Information Specialist: Julie Besl AGENCY: Preston Kelly EVP / Creative Director: Chris Preston Associate Creative Director: Anne Taylor ACD / Copywriter: Terry Thomas Senior Broadcast Supervisor: Anne Swarts Account Supervisor: Ron Hall PRODUCTION COMPANY: kaboom productions Director/DP: michele atkins EP/Owner: lauren schwartz Head of Production/Producer: steven sills EDITORIAL COMPANY: Channel Z Edit Editor: Mike Weldon Senior Producer / Partner: Kelly Nelson