IU Health Orthopedics and Sports Medicine was faced with major budget cuts and an increasingly strong competitive landscape. In order to reach a larger, more targeted audience for a fraction of the cost, TrendyMinds decided to take a digital approach with the StrengthINAthletes campaign, inspiring young athletes to perform at their full potential. The campaign was launched across social, print, web, live events and video and established a student reporter program at eight partner schools.