Imagine a campaign so successful that it causes concern. The city of Alameda is an island, so its community hospital is often overlooked when people from neighboring communities experience a medical emergency. Yet Alameda Hospital is actually closer for these people than their community hospital and it has one of the shortest waiting times documented. A print campaign in local newspapers, supported by a range of other awareness building marketing efforts, generated immediate response. In one case, a gunshot victim actually drove himself to the hospital, which raised concerns that emergency patients might begin to overlook more appropriate courses of action.