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 surgical care that they deliver.
By using a real patient in the spot, Shine was able to put a real face on minimally invasive pediatric surgery. 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 complex surgery. After Lydia (a real patient) underwent a successful minimally invasive surgery, she was quickly able to get back to her favorite things in life – like soccer, hanging out with her friends, and just being a 14-year-old girl. Shine incorporated all of Lydia’s loves in order to emphasize how important getting back to life is. The contemporary, pop-style music further communicates the feeling of being a happy, healthy teenaged girl.
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.