From Study Tips to Storytelling: How a Simple Interview Sparked a Multi-Channel Campaign for McGraw-Hill
When we first set out to capture study tips from medical students for McGraw-Hill Education, the assignment seemed straightforward: set up some interviews, roll camera, and collect advice on how students were preparing for their board exams. What we uncovered, however, was something much more valuable—a creative insight that reshaped how we approached content development for the First Aid brand.
During one of the early interviews, I noticed something curious. Multiple students had heavily altered their First Aid books with sticky notes, highlighters, diagrams, and even chopped the spine off and completely re-ordered. These weren’t just books; they were personalized systems. Each one was a reflection of the student's unique approach to learning medicine. That was the spark.
We realized the real story wasn't just about study tips. It was about how students were transforming First Aid into their own strategic tool—a personalized operating system for mastering medical content. That insight became the creative throughline of the First Aid video campaign.
Campaign Overview
We developed a suite of videos under the "My First Aid" banner that explored how students customized and relied on their First Aid books throughout their med school journey. The content blended documentary-style interviews with motion graphics and stylized b-roll, making it both educational and emotionally resonant.
The results exceeded expectations:
62K+ organic views in under two months
A complete testimonial-driven series with long and short-form video
Content that supported top-of-funnel awareness and mid-funnel consideration
Multi-Channel Impact
From a single content shoot, we were able to build an entire ecosystem of branded storytelling:
Video series for YouTube and paid social
Still photography for the "I Will Be a Doctor" ad campaign
Use-case case studies for AccessMedicine
Thought leadership clips for marketing automation and email journeys
Each piece was designed to address a different stage in the customer journey—from discovery and entertainment, to practical decision-making and conversion.
What started as a "simple video shoot" turned into a storytelling engine. And it all began with a conversation—listening carefully enough to spot the moment when the ordinary becomes meaningful.
Explore the campaign here: My First Aid Project
