Has your CEO asked you to save patient lives? To help change your organization's culture, dramatically and forever? Explore how Novant Health's communications staff responded when the CEO asked them to team with clinical experts to reduce unnecessary deaths associated with improper hand hygiene. Hear how the communications team's strategic contribution to Novant's unique and edgy campaign created a buzz inside the organization. The campaign's tenets can be applied to almost any quality and cultural challenge. This award-winning project drew national media, increased hand hygiene compliance, and saved lives.