Aurora Health Care, one of Wisconsin’s largest employers, needed to address internal cultural challenges and align and strengthen their communication across their culture and brand. We evolved their purpose to “We help each other live well” and used that as the foundation for their communication to caregivers, patients and the community. The purpose served as the foundation for an internal set of values and guiding principles that we co-created with Aurora based on in-depth caregiver interviews. Externally the purpose was expressed as the We’re With You brand promise and launched in a television campaign highlighting Aurora’s deep  connection to their values and to the local community.