Think of the Children

Lucile Packard Children's Hospital Stanford


Lucile Packard Children's Hospital Stanford


Brand Strategy

Advertising & Conceptual Development

Marketing & Communications Strategy

Creative Production

Research, Measurement & Analysis

Media Planning & Buying

The Challenge

Encourage future moms to have their babies at LPCH by overcoming the perception that a teaching hospital is cold and impersonal.

Strategic Decision

Lean into our Stanford heritage.

The A-Ha Moment

Now THIS is a hospital I can trust to help me deliver a healthy baby!

With every other Bay Area hospital promoting "spa-like birthing experiences," we focused on what every expectant mother really wants – a happy, healthy baby.

Using photos of actual LPCH newborns making a variety of hand signals (even harder than it sounds) and striking black and white photography, we sent a strong message that LPCH was about putting healthy babies first.

To support creative, we developed a multi-channel media plan that hyper-targeted expectant moms throughout the Bay Area in both English and Spanish. There was also a significant internal component to remind care-givers how important and appreciated they were.

“I felt a great deal of pride and a great deal of joy at what Packard Children's can bring to expectant mothers and children.”

– Yasser El-Sayed, Obstretrician-in-Chief,
Lucile Packard Children's Hospital

The Results

Over 18 million moms in the Bay Area reached at least 4 times during campaign

38% increase in pre-natal class enrollment

Catalyst for wholesale system name change to Stanford Children's Health