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Everyone in the San Francisco Bay Area knows about the pediatric excellence found at the Lucille Packard Children’s Hospital Stanford and on the Stanford Campus. But hardly anyone knows that Stanford has taken this pediatric excellence, and opened offices all over the Bay Area to give people easier access to the care they need. Our assignment was to develop an integrated campaign to let people know that world class care is right in their neighborhood. This is the latest print ad for an ongoing awareness campaign.
As mentioned above, everyone knows that Stanford Children’s is one of the best Children’s hospitals in the world. But most don’t know that they can find that excellence not only at the Hospital, but at over 60 locations all over the Bay Area. We developed a campaign to tell this story, and anchored it in the tagline: Access to excellence. But health care is a tricky one. The minute you show a photo of a doctor, a baby, a smiling kid you immediately look like everything else in Healthcare. We challenged ourselves to find a completely different look. So we took inspiration from the water color paintings found in children’s books, and that became the campaign’s signature look, immediately separating the work from the pack. Additionally, everyone in healthcare has pretty much the same tone and voice—smiley, friendly, hopeful. We wanted to find a smart/fun voice that was different and maybe a little humorous and playful—but we had to be very, very careful because the subject matter is so precious—children and sick children. So we set out to communicate the accessibility of Stanford excellence, presented it with a tone and a voice that was very different for the category, wrapped it in an own-able visual style, and then integrated it everywhere.
Since the campaign launch SCH has seen unaided brand awareness double (9% to 18%), aided brand awareness increased 13 points (73% to 86%), and familiarity of the brand has increased by 12 points (34% to 45%).
In the latest survey, consumers who reported seeing an ad for SCH reported a 20 percentage point higher level of familiarity compared to those who did not recall seeing an ad.