You Don’t Have To Be Big To Be Strong
2 year major brand repositioning campaign for Tuft’s Floating Hospital for Children. Broadcast, print, digital, OOH, radio and experiential installations in the hospital itself. Positioned the Boston pediatric hospital by celebrating patients as well as highlighting the strengths that are inherent in an institution that is smaller than it’s giant local competitor with “You don’t have to be big to be strong”. Year 1 was such a success, the hospital extended our relationship for another year and tripled its spend. 2018 campaign engagement far above benchmarks including 90% digital video completion rates. Ad recall lift rates well above benchmarks at 21%.
The Toughlings
A true “wouldn’t it be cool if…” idea that I had the pleasure of making come to life, The Toughlings are an extension of the campaign tagline, a cast of characters that embody the message. This project was internal and created solely for the children at the hospital. Working with Meomi, creator of popular kid’s show The Octonauts, The Toughlings were born.
The Toughlings were used in a number of projects including a complete makeover of the hospital, covering 7 floors of walls with floor to ceiling custom made vinyl murals. Other deliverables included an official website, activity book, badges for staff, stickers and toys, etc.
