Stressing the Pediatric Differential
As competition for pediatric business increased in the Atlanta area, Children's needed to stress the advantages of their unique, child-focused care. Parents and caregivers with proven recall of three's "Pediatric Differential" campaign showed a sharp increase in preference of Children's for everything from minor operations to serious illness and injuries.
Wellness Initiative
Research revealed that many of the children at risk for obesity come from single family or lower income homes with parents working long hours. Planning organized physical activity becomes a challenge for these exhausted, often absent parents. Instead, three's campaign urged a return to something much simpler and more effective…play.
Not-For-Profit Awareness
three began working on the Children's brand in 2002 when total unaided awareness stood at 17%, and within two years helped lift the score to 44%. Lagging behind that number, however, was understanding of Children's as a charitable organization. The "Not-for-Profit" messaging helped increase awareness and donations dramatically for the hospital.
