As part of a multimedia campaign, this TV spot was developed to increase awareness of the UW Health and American Family Children’s Hospital brands – as well as to communicate the world-class pediatric cancer care that they deliver.
By using a real patient in the spot, Shine was able to put a real face on pediatric cancer care. The TV spot communicates those things that make the American Family Children’s Hospital the remarkable facility it is – namely, world-renowned physicians and a bench-to-bedside approach to curing cancer. From talking with Andrew, a real patient who has been cured of leukemia, we learned that his life is all about hockey – something he could never have participated in if not for the cancer care he received. Therefore, we created a sports-journalism-style spot showing Andrew skating to dramatic music. We also chose a sports-style voiceover reminiscent of ESPN Films to bring the concept to life.
Since launching the American Family Children’s Hospital branding campaign, the hospital has experienced steady increases in awareness and preference metrics versus other healthcare providers. In addition, the campaign has received a great deal of recognition for its heartstring-tugging creative.