Michigan Medicine is one of the state's premier medical providers. My research found that most people who know Michigan Medicine by reputation view their services primarily for major emergencies. The idea behind this campaign was to dispel this misconception. Michigan Medicine handles everything down to vaccinations, flu shots, and wellness check-ups. The heart of the campaign is the #PhewNotFlu ambient ads. Flu virus shaped capsule machines would be placed at health care facilities and high traffic public areas. The machines would dispense face masks with packaging that encourages getting the yearly flu shot. The rest of the ads speak to the other “smaller” services Michigan Medicine provides.