"Guardians of Childhood" is the universal theme behind J. Walter Thompson Chicago's launch of three new TV ad spots today for St. Louis Children's Hospital. “The Wish,” “Gowns” and “Window” touch on simple pleasures like camp for children, a prom dress for a teen and the treasured moments sometimes denied children who are ill and highlight the impact donations have on the lives of sick children.
Each video captures the children’s perspective on how donations help them enjoy the treasured moments – like prom or time away at summer camp – that their illness almost took away. Viewers are invited to “Become a Guardian of Childhood and donate to St. Louis Children’s Hospital.”
The 30- and 60- second spots feature real patients and hospital staff and are the latest elements of the multichannel campaign launched in October 2016 that includes broadcast, OOH, print, radio, digital and social activations. The TV spots began airing in St. Louis yesterday and will run through December 2016.
“We want to show how St. Louis Children’s Hospital does more than just protect kids from illness and injury. The doctors, nurses and staff also protect cherished moments of childhood with donation-funded programs that help their patients be kids again," said Mike Beamer, J. Walter Thompson Chicago creative director. "We wanted to tell these stories to inspire the local community to join St. Louis Children’s Hospital as Guardians of Childhood and make sure every child experiences the magic of childhood.”
“This campaign is an invitation to the St. Louis community to come together and become a 'Guardian of Childhood' by donating to St. Louis Children’s Hospital," said Jackie Ferman, director of marketing for St. Louis Children’s Hospital. "We are a non-profit and all of the programs we’ve developed are funded solely through donations. JWT Chicago has really brought to life the importance of these programs, the power of donations and the important impact they have on protecting the magic of childhood.”