Children’s Hospital Unveils Awareness Campaign By Trinity

Children’s Hospital last week broke its first significant ad effort, which includes television, radio and print executions that carry the tagline, “A reason to believe.”
Created by Trinity Communications in Boston, the campaign seeks “to raise awareness of a family’s opportunity and right to access care at Children’s,” said hospital representative David King. “There’s a lot of confusion in the marketplace, and with the complexity of insurance companies, many people are unaware we accept virtually all insurance plans.”
Another goal of the campaign is to encourage mothers to ask pediatricians to refer them to Children’s, said King, who insisted the ads are not an attempt to reverse a falloff in the number of people choosing the Boston hospital.
A 30- and 15-second TV commercial and a trio of 60-second radio spots broke last week on Boston-area stations. Print ads are appearing in the The Boston Globe, Boston Herald, The Parents’ Paper and the Bay State Banner. The campaign is running through early December. Spending levels were not disclosed.
Trinity was named Children’s first agency of record following the completion of a small, regional project earlier this year, King said. The shop created a print and direct marketing campaign touting Children’s affiliation with Beverly Hospital.
The 128-year-old institution was named the No. 1 pediatric hospital in the country for the eighth consecutive year by U.S. News & World Report. “The campaign was prompted in part by our ranking,” King said.




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