Sometimes the most powerful message is the gentlest.

When Texas Health Presbyterian Hospital in Dallas found itself at the center of the Ebola firestorm earlier this fall, it could have maintained a defensive silence and hoped the controversy would pass or it could have gone in the opposite direction, with an aggressive public relations campaign that tried to drown out those who questioned its response.

Instead, it aired a TV commercial with a simple message to local residents: Thank you.

Here’s the video, which I think you’ll agree was an inspired way to respond to what might have been a serious PR challenge.