Integrated Brand Campaign

Spend more than five minutes with a five-year-old and you will hear the question “Why?” more than a hundred times. It’s the secret to how kids learn and discover the world. Interestingly enough, it’s also the secret to how Cincinnati Children’s was able to learn and improve over the last 20 years. We used this insight to develop the “Why?” Campaign. In this campaign we explain “Why?” Cincinnati is one of the best in the country. We explain “Why?” we are building new locations. We also explain “Why?” do parents trust Cincinnati Children’s to save their child’s life.

Campaign Overview:

Cincinnati Children’s Hospital Medical is one of the top 3 leading pediatric institutions in the country. They needed a versatile campaign that could reach very different audiences. They wanted to continue to grow their reputation with physicians, they needed to announce rankings and new locations to local families and they desired to motivate donors to give to the institution. Could one campaign do all this? We said “Why Not?”

Tactics included: Television (six spots – three :60 spots and three :30 spots), Outdoor, Digital Banner Ads, Digital Video, Free Standing Inserts, Print Ads, Social Engagement Strategy, Blog Website and Strategy, Social Media Assets, Exhibit Design, Sales Materials and Direct Mail.

Physician Experience: Cincinnati Children’s physicians publish and speak at every major conference. Physician marketing was made to complement the conference speaking engagements and also ran in thought-leadership publications. We targeted in-flight magazines on the conference routes and sponsored WiFi for the week of the largest conference of the year and created an exhibit experience to further engage with the brand.

Consumer Experience: The “Why” campaign extended to consumer location launches and national rankings awareness campaign. For location launches we utilized blogger engagement and social media with a blogger preview event, outdoor, transit and direct mail. For rankings awareness we engaged outdoor, direct mail, print and social media.

The “Why” Campaign extended to a brand and philanthropic campaign at the end of 2013. We profiled real patient families and  developed a series of television commercials, behind-the-scene videos and social stories to help launch the campaign.

Cincinnati Children’s is reaching more kids and their parents than ever before. They are continuing to grow in their reputation scores across multiple specialities and have experienced the most successful location launches in the brand’s history.

Role: Researcher, Strategist and Creative Director
Agency: DBA Worldwide
Research Partner: Traverse Bay Research Group