Think of the Children
Lucile Packard Children's Hospital Stanford
Client
Lucile Packard Children's Hospital Stanford
Services
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!
The Creative
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
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.