Children's Hospital & Medical Center
Compelling Stories Celebrating Success
Dylan and Levi are four-year-old twins who can’t stand still – or stop smiling. They share a love of dinosaurs. And a heart defect known as pulmonary atresia.
You can’t tell they were born with a serious heart disease by looking at them. And that is just the way Children’s Hospital & Medical Center wanted it.
The health system tasked us with creating a campaign to highlight the outcome of superior pediatric care, as recognized by U.S. News & World Report. Children’s Hospital & Medical Center wanted to publicize its ranking among the Best Children’s Hospitals in several sub-specialties, but in a fresh way. A unique, upbeat way. We recommended a complete zag from the usual stock images of sick children in hospital beds surrounded by doctors and nurses.
Instead, we showed kids playing. Dancing. Painting. Doing things healthy kids do. Because, after being treated and cared for and at Children’s Hospital & Medical Center, that’s what they were: healthy.
Even the title of the campaign exudes positivity, “The Best Place for Kids.”
In images featured in print, on television and billboards, and on the organization’s website, we captured a busload of happy kids. Diverse in age and interests, in key shots they are holding a representation of the U.S. News & World Report recognition placard directly related to their medical conditions. Coupled with their smiles, the message is clear.
Working with Children’s Hospital & Medical Center is especially satisfying because, in the end, we’re all in it for the kids. With this campaign, we had the pleasure of meeting the children and their families. We saw their personalities as well as their challenges firsthand. And everything we learned from them was channeled into the photo shoots and design sessions.