Richards Hones Image of Kids Hospital

DALLAS The Richards Group has released it first TV advertising campaign for Cincinnati Children’s Hospital Medical Center, the shop said.

Charged with refining the hospital’s brand strategies, the Dallas agency broke two 30-second spots yesterday that will air in the Cincinnati area and run through the end of the year, according to a shop representative.

“Orbit Man” opens with a small boy gathering items from his room for an imaginative game of space explorer. As he walks into his backyard, bright lights that resemble planets and stars surround him. He then empties his overstuffed bag and begins to don his makeshift space uniform that includes a football helmet, backpack, mittens and rain boots. As he lies back onto the grass, the onscreen words “brain tumor” are transposed into “orbit man.” A voiceover then says, “Changing the outcome for kids from around the world. Cincinnati Children’s.”

The second spot, “Soccer Star,” follows a similar theme and opens with a young girl kicking an aluminum can down the street with soccer-like moves. The words “tracheal reconstruction” morph into “soccer star in action.” The spot ends with the same voiceover and “Change the outcome” tagline.

The campaign also includes billboards that will break later this summer and possible print work, the agency said.

Richards became the hospital’s first agency last June following a review involving undisclosed contenders. Annual billings are undisclosed.