“I am lucky to be here since one person in their life decided to step up and be an organ donor. I have to honor their sacrifice and honor their courageousness by living the best life I can,” said Michael Wells, Co-manger of Team Rocky Mountain.

Unleashing the Power of Patient-Captured Footage

In early August, UCHealth followed five of their patients as they traveled to Salt Lake City, Utah, to compete in the 2018 Transplant Games: a multi-sport festival celebrating individuals who have undergone life-saving transplant surgeries.

Capturing everything from traveling to the games, training, and competing, UCHealth quickly produced a 2-minute video on the patients & their experiences at the games immediately after the closing ceremonies. But instead of using a camera crew, the brand used Cinebody.

Capturing the Essence: The Birth of a Unique Approach

“Trying to coordinate film crews to follow each of the five patients & document their experiences would’ve been a logistical and costly nightmare,” said Paul Manutes, creative director at UCHealth. “But with Cinebody, the patients became the cinematographers...and we were able to see the actual event through their eyes.”

A Tapestry of Triumph and Gratitude

From participating in the opening ceremonies to competing in such sports as track, cycling, singing, and cornhole, each of the five patients filmed their personal experiences at the games through the Cinebody app.

But the event was about more than just competition, it was a celebration of the extraordinary lives of both organ donors & organ recipients.

“I am lucky to be here since one person in their life decided to step up and be an organ donor. I just have to honor their sacrifice and honor their courageousness by living the best life I can,” said Michael Wells in the video, co-manager of Team Rocky Mountain at the games.

Impact and Engagement: A Story That Resonates

The video that UCHealth produced garnered over 49,000 views and over 452 reactions, comments & shares across social media, including a few comments from other organ transplant recipients. But beyond the engagement, it was the inspirational journey & personal stories told at the games that truly stood out and aligned with the brand.

“Our brand mantra is all about how our patients live extraordinary lives. This story fit right into our “Live Extraordinary” messaging and was an amazing one to tell,” Manutes said.

Embracing Authenticity: A Recipe for Success

In a world where consumers crave genuine connections, UCHealth's decision to let their patients take center stage proved to be a resounding success. By allowing the patients themselves to capture their experiences, UCHealth offered an unfiltered and truly authentic glimpse into their world. This approach not only resonated with viewers but also showcased UCHealth's commitment to providing exceptional care and support to their patients.

As the curtains closed on the 2018 Transplant Games, UCHealth emerged as a true champion in harnessing the power of patient storytelling. By embracing authenticity, they delivered a compelling narrative that not only engaged their audience but also showcased the transformative power of organ donation. Through patient-captured footage, UCHealth allowed viewers to witness the extraordinary lives that organ recipients lead, truly living up to their brand's mantra - "Live Extraordinary."