Halloween Campaign from Hackensack Meridian Health and Doner

In a season better known for sugar rushes and chilling temperatures, Hackensack Meridian Health (HMH) is reminding people that staying healthy doesn’t have to be frightening. The healthcare system has launched a lighthearted Halloween campaign that uses humor, nostalgia, and animated storytelling to encourage audiences to find a primary care doctor or specialist and make their health a year-round priority.

Developed in partnership with its creative agency of record, Doner, “Healthy Halloween” taps into the festive spirit of the holiday to highlight a range of healthcare services with a creative twist. Featuring familiar Halloween icons like Dracula and witches, each animated short connects a seasonal character to a relatable care message, balancing whimsy with meaningful takeaways about preventive health and wellness.

Unlike most social-first content, the campaign’s videos were intentionally produced in a horizontal 16:9 format to evoke a “storybook” feeling, inviting viewers into each narrative rather than simply scrolling past. The work lives under the system’s broader How Healthy Happens brand platform, which launched in early 2025.

“By tapping into a moment like Halloween, we’re able to connect with people in a way that feels fun and unexpected, but still drives home the importance of finding a doctor and staying on top of your health. ‘Healthy Halloween’ is a fresh, approachable way to start that conversation, and we hope it makes a lasting impact on folks staying up to date on their well-being year-round,” said Andrea Addesso, Vice President, Brand Strategy, Hackensack Meridian Health.

“Healthcare advertising is traditionally serious in style and tone,” said David DeMuth, CEO Doner. “In ‘Healthy Halloween’ we’ve created a fun and engaging campaign that’s continuing the conversation around health at a surprising time and in a delightfully charming way.”