The objective of this project was to get current and prospective donors to feel emotionally connected and engaged with Cardinal Glennon Children’s Hospital ultimately translating into contributions to secure the future of the Hospital by demonstrating Cardinal Glennon’s devotion to patients, families, and the community.
Cardinal Glennon is devoted to treating children and their families as the whole people they are. Caring for them spiritually, emotionally, and physically. Cardinal Glennon doesn’t just heal patients—they heal communities. For this project it was very important for everyone involved that we feature real people and real stories in the most respectful way possible.
During our discovery, we noticed how many patients and patient families were quick to praise specific health care workers who treated their case. We also saw handwritten notes displayed on doors, office windows, desks, etc. It occurred to us that the feeling of respect and mutual admiration between health care workers and families was the true spirit of the institution. We then searched for folks willing to share their stories in a way that felt true and tonally appropriate. During production, we worked with our volunteer cast to ensure they felt we were staying true and honoring their real-life story.
As of December 2023, we’ve had 23,545,862 total impressions across broadcast, Connected TV, and streaming with a 97% completion rate on digital channels. Through these efforts, we’ve been able to emotionally engage donor audiences and cultivate positive feelings toward Cardinal Glennon Children’s Hospital.
