Cincinnati Children’s Hospital
Campaign | Event Signage | Video
Another wildly successful Walk.
CHALLENGE: A short walk can go a long way. Cincinnati Walks for Kids began as a way for patients, families and others to financially support the Cincinnati Children’s Hospital Medical Center and the many children they help. But for 2016, the location of the walk was changed to the Cincinnati Zoo. Our job was to continue awareness and promotion of the event, but clearly communicate the new location.
IDEA: Our idea was to promote the event in a way that clearly said “zoo” in a memorable, energetic way. Use the equity in the Cincinnati Zoo brand to strengthen our appeal, creating a fantastic concept for the event – “Give Like Wild” – that started us on the path to a super successful campaign.
STORY: Cincinnati Children’s Hospital is consistently ranked among the nation’s best, with both world-class clinical care and groundbreaking research. Their annual Cincinnati Walks for Kids is their largest single fundraising event, and it also serves as a much-needed celebration for patients, families, and staff.
Cincinnati Children’s is held in high regard in the community, considered to be a true local gem. But being a prestigious hospital creates the unintended and false perception that the institution doesn’t require donations to maintain its standard of excellence. The task was to remind Cincinnatians how important the hospital’s work is, and why it is worthy of one’s hard-earned money.
To create energy around the new location, we encouraged everybody to “Give Like Wild.” Based on that concept, we created a comprehensive campaign, including event graphics, outdoor, social media, website redesign, shirt design, and a video, encouraging everyone to join the walk and give.
Our campaign featured real Cincinnati Children’s patients and photos of zoo animals. Messaging was engaging and fun. Headlines invited people to “Walk, waddle, hop, skip, gallop.” Communication was simple and impactful, creating a unified message across the city.
And the result? Beast mode. The people of Cincinnati and Northern Kentucky stepped up and close to $900,000 was raised for a very important cause. That was a step in a very important direction.