Sick kids square up

Scope: Concept - Video - Digital - Print - Website - Social - Audio

✶ COMMUNICATIONS ARTS SHORTLIST
✶ ASTER AWARD: GOLD
✶ TITAN AWARD: PLATINUM

Primary Children’s Hospital meets kids when they are at their weakest. As it turns out, that’s also when kids reveal their true strength. In their most vulnerable moments, children prove to be brave and resilient. This campaign celebrates that victorious spirit with energy and attitude.

THE PROBLEM

Utah's population has been booming. Sure, that could be its fertility rate, but it's also because people are moving there in droves. Due to the state's growth, Intermountain Primary Children’s Hospital was facing an unexpected challenge. People just weren't as aware of the breadth of its services and the nationally ranked quality care as years past. It was time to flex.

THE SOLUTION

Kids are fighters. And parents want to take their kids where they can win. We developed a campaign tapping into a victor's mindset centered on “Here, Kids Win." The first year, the campaign was solely focused on raising awareness of the Primary Children’s Hospital brand. The second year continued with brand awareness and sprinkled in service line specialties by sharing real stories from pediatric patients.

Brand Video

Broadcast Patient Video 1 of 4

Broadcast Patient Video 2 of 4

Web Design
The entire campaign directed families to our brain-child: HereKidsWin.com. As an interactive website, families could discover the triumphs of children who had been under the care of Primary Children's Hospital. Or, families could share their own experiences at the facility. We launched the site with numerous stories from real patients, ranging from patient videos and interviews to audio recordings and photography. That way, others would feel comfortable telling their own tales.

THE RESULTS

We took an incredible amount of brand awareness and made it ironclad. Pre-campaign awareness for this facility was already high at 90%. After our campaign, we raised it to an unheard of 100%. Further results showed that the NPS (Net Promoter Score) jumped from a pre-campaign 46 to a post-campaign of 53. Additional metrics included preroll completion rates averaging 28% above benchmark with a 76.8% video completion rate and audio completion rates coming in strong. Like a 6.4% above benchmark at an overall average of 96.4% strong. Hell yea.

Social Assets
The social strategy had a two-pronged approach. First, we featured and boosted stories from our interactive website. These stories helped foster, inform, and build the community. Family and friends loved seeing loved ones featured in the campaign. Then, we highlighted brand information that educated, moved, and empowered potential parents of patients.

Long form patient stories

Endless other assets
There were countless assets to help saturate the market, including:

-Animated and static banners
-In-facility assets such as elevator wraps, murals, window clings, and screen savers
-Print ads
-OOH
-Transit
-Direct mailers