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Healthcare Advertising Children

Children’s Hospital Colorado health campaign aims to educate parents that kids are not their mini selves


By Kyle O'Brien, Creative Works Editor

October 3, 2019 | 3 min read

A campaign for the Children’s Hospital Colorado looks to educate parents that their children are not miniature versions of themselves and that they need vastly different medical care.

Children's Hospital Colorado

Children's Hospital Colorado says kids need different care than adults

The hospital, with its lead advertising agency Fig, launched a new advertising campaign, ‘Incredibly Different Care’ that highlights the importance of pediatric care.

A series of spots shows children telling the camera that they are not like their parents, that their hearts beat faster, their blood vessels are smaller, their bones have growth plates and they’re more sensitive to radiation – all points that prove that kids should go to a children’s hospital rather than a regular care facility.

When kids get sick or hurt, many parents don’t take them to children’s hospitals, but rather they take them to whichever emergency room or urgent care center is closest. 89% of pediatric emergency department visits occur in non-children's hospitals, yet only 6% of emergency departments have all the required equipment for pediatric care. Many also lack the expertise, training and protocols to effectively treat children, making a children’s hospital not only a safer option, but a more cost-effective one.

“At Children’s Colorado, our strategic objective is to relay the message to all parents that children are not small adults and they require special knowledge, expertise and experiences just for them, no matter the seriousness of their condition,” said Charlotte Isoline, vice-president of marketing and communications, Children’s Hospital Colorado. “We needed to find the partner in a creative advertising agency to help us tell this story in unique and extraordinary ways. The campaign Fig created for us has helped us beautifully bring this message to life by empowering kids to speak for themselves and giving parents a much-needed lesson in how incredibly different they are.”

Added Scott Vitrone, chief creative officer and partner at Fig: “We have high hopes with this PSA-like campaign for Children’s Hospital Colorado because of its potential to change the way parents think about seeking care for their children, maybe even before they need it. Our team made sure this campaign not only serves its goal of gaining awareness among the Colorado market, but that it also draws national attention to the importance of pediatric care and positions Children’s Colorado among the best children’s hospitals in the country.”

The campaign consists of OLV, paid social, display, TV, digital audio, OOH and print.

See the spots by clicking on the Creative Works box below.

Children's Hospital Colorado: Incredibly Different Care by Fig

By Children's Hospital Colorado

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