Med Center TV Shows It Cares

WASHINGTON, D.C.-Three new spots from Eisner & Associates of Baltimore for Children’s National Medical Center revel in the lifestyles of healthy children.
The commercials break this week in the Baltimore and Washington, D.C., markets. The ads represent the second, $1-3 million phase of CNMC’s campaign, designed to increase awareness of its outpatient centers and to “begin to tell the story of the organization’s network of primary care pediatricians who are available throughout the area,” said Andy Hertzberg, management supervisor on the account.
“I Can Do Anything” begins with three young boys playing on an old-fashioned go-cart in the sun-dappled, autumnal woods as one explains how he can do anything because his asthma is under control. That is until his older brother reminds him it’s his turn to mow the lawn. “I can’t do that,” responds the younger brother, “not with my asthma and all.”
In “Nunciate,” a young boy tells the story of how he stopped stuttering to two, totally captivated toddlers.
The campaign is trying to reach women 25-49 with children under 12. Thus, the media plan includes local buys on all the networks during prime time, the Sunday evening ABC lineup, soap operas and other daytime shows.
Production credits go to creative director Bill Mitchell, art director Jim Nealey, copywriter Hugh Car-son and director Thom Higgins.
CNMC is a private, nonprofit medical and research network, which has facilities in Laurel, Rockville and Shady Grove, Md.; Arlington and Fairfax, Va.; and Washington, D.C.