St. Joseph's Health had plenty to brag about – they're #1 in nearly all services provided and they're doing tangible good in the community. The problem was their staff didn’t know it. In order to help them get their swagger back, we came up with a campaign to engage and inspire employees and make them aware of the work being done hospital-wide, not just in their specific departments. We tagged it XLNT and disseminated bite size facts of excellence in the back halls, lounges, coffee shops, intranet, and social outlets of the hospital, reaching staff where they lived and worked.