Cincinnati Children's Launches New Brand Advertising
"Changing the Outcome" for Children Around the World
Cincinnati Children's Hospital Medical Center today launched its first television advertising campaign.
Two television spots, created by The Richards Group, a national ad agency based in Dallas, will air in the Cincinnati area beginning today and will run through the end of the year. Eventually, the spots may run regionally and nationally.
"Cincinnati Children's took this initiative to aggressively build its brand," says James M. Anderson, president and chief executive officer. "I submit that we deserve in pediatrics the recognition that the Mayo Clinic has in its field of medicine. This campaign joins all the other initiatives we are pursuing to accomplish our vision of being the leader in improving child health."
Orbit Man, one of the two 30-second TV spots, features a boy gathering toys for an imaginative game of space explorer. The words "brain tumor" appear on the screen. In the final scene the boy is shown in his backyard dressed like an astronaut. The letters from "brain tumor" transform into "orbit man."
The second spot, Soccer Star, features a young girl playing kick-the-can with soccer-like moves. The words "tracheal reconstruction" join her on the screen. The last scene shows the letters morphing to "soccer star in action."
Both spots close with the theme line "change the outcome" on screen as the voiceover says, "Changing the outcome for kids from around the world."
"Not only did the Richards Group find a wonderful device to express the transformation from disease to health, but they also found a way to distill all of our branding statements into a theme that stands for what we do everyday: change the outcome," says Mr. Anderson.
"We have been in awe of Cincinnati Children's since the first day we stepped on the campus," adds Jim McGhee, principal for The Richards Group. "The spots capture what all their efforts in research, education and clinical care strive for -- healthier kids with brighter futures."
The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Agency clients also include the standard-setting brands of Chick-fil-A, Corona, The Home Depot, Hyundai Motor America, Motel 6 and TV Guide.
Contact Information
Jim Feuer, 513-636-4656,
jim.feuer@cchmc.org
