children’s story

Sheaff Dorman Purins has crafted a marketing campaign designed to help Children’s Hospital Trust raise $200 million over the next five years.

Brightly colored brochures and direct marketing pieces, using the themeline, “Cause for wonder,” feature photos of healthy, happy children. Jargon-free copy taps into the emotional connection potential benefactors may have with the facility, which consistently ranks among the nation’s top pediatric care centers.

Developing materials “that would inspire and unify” was paramount, said Cecil Dorman, president of the Needham, Mass., shop.

Initial efforts will run for the next 18 to 24 months. They are geared toward entrepreneurs and foundations that may wish to support the Boston hospital’s research efforts, said creative director Uldis Purins. Donors with “new money,” perhaps amassed during the e-commerce boom, are among the chief targets, he said.

Purins, copywriter Chris Tilghman, photographer Richard Howard and Children’s staffer Susanne Marshall Chiang worked on the campaign.