They’ve kept Kansas City residents guessing for weeks. A series of simple white billboards with words like, “impossible,” “hopeless” and “unbelieveable,” across them. The mystery finally ended February 10 when it was revealed that campaign is all part of an effort to rebrand St Luke’s Health System, and re-establish their position as the area’s clinical leader in heart, cancer and neuro. Theories about the mystery boards captured the attention of the local news, Facebook and the blogosphere. One of the teaser boards even ended up on the front page of the Kansas City Star. The reveal boards show medical objects like I.V. bags covering up the “im” in impossible and masks covering up the “less” in hopeless. Copy revealed that Reversing Strokes was now possible and that 120 clinical trials gave cancer patients hope. The “Never Settle” branding campaign also includes newspaper, magazines and TV that launched on the Super Bowl.