Children's Hospital Colorado

Children's Hospital Colorado

Children’s Hospital Colorado is one of the top pediatric hospitals in the country. But when kids get sick or hurt with minor issues, most parents just take them to the closest ER. They don’t know adult hospitals don’t have the training or equipment to safely take care of kids. In 2019, we worked with Children’s to change this. We created an awareness campaign to teach parents that kids’ bodies are incredibly different than adults. So if they need to go to a hospital, they need to go to a children’s hospital.

Children's Hospital Colorado | Branding, Full Service, Creative, Digital, Film, Media, OOH, PR, Print, Production, Radio, Social, Strategy
Children's Hospital Colorado

Children's Hospital Colorado

Children’s Hospital Colorado is one of the top pediatric hospitals in the country. But when kids get sick or hurt with minor issues, most parents just take them to the closest ER. They don’t know adult hospitals don’t have the training or equipment to safely take care of kids. In 2019, we worked with Children’s to change this. We created an awareness campaign to teach parents that kids’ bodies are incredibly different than adults. So if they need to go to a hospital, they need to go to a children’s hospital.

Children's Hospital Colorado | Branding, Full Service, Creative, Digital, Film, Media, OOH, PR, Print, Production, Radio, Social, Strategy

Challenge

Children’s Hospital Colorado is a leading light in the pediatric field. When it comes to specialized surgeries and acute conditions, CHCO is the natural choice of local parents for caring for their kids. The problem was, their excellence in treating these serious niche needs overshadowed their high standard of day-to-day care. Their communications told treatment stories of remarkable, yet acutely ill children, creating the impression that they were just for very sick kids, vs. Brand tracking data showed an inverse correlation between expertise in acute conditions and suitability to treat all kinds of needs, making them less relevant to the regional population at large.

One Story

We learned from talking to CHCO doctors how different children’s brains and bodies are from adults. The equipment, training, medicines and protocols of an “adult” hospital are simply not suitable for treating kids, and sometimes downright harmful. But our primary research showed that the majority of parents simply didn’t know that taking a child to a pediatric ER or hospital is almost always the best decision. Our brief was a clear-build campaign that was part brand message, part PSA, telling parents that their kids are not mini adults: they are incredibly different and need incredibly different care.

Many Voices

Our distribution plan balanced two objectives: awareness-building and positioning CHCO as a go-to resource for millennial parents. We shifted the media plan from a more traditional mix of TV and OOH to a digital-focused plan that used data to be hyper-relevant and deliver useful content to our target audience in spaces they feel most comfortable asking for advice and looking for answers. This boosted efficiency and relevance through strategies such as mobile messages deployed based on search intent. Moving forward, we are reskinning, rearchitecting and developing new content to make CHCO “the Mayo clinic of kids’ medicine”.

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628 Broadway, 5th Floor

New York, NY 10012

212.267.8800