NATIONWIDE CHILDREN’S HOSPITAL | Light Up the Lawn. Light Up a Life.
FROM A WORTHY CAUSE to a butterfly effect.
FROM A WORTHY CAUSE to a butterfly effect.
Nationwide Children’s Hospital (NCH) needed a boost to their annual giving campaign during a time when many potential donors were experiencing financial uncertainty. Taking inspiration from the butterfly in NCH’s logo, we created a way to let donors see how their gifts have a positive impact on children spending the holidays in the hospital. 100 larger-than-life butterfly sculptures were installed on the front lawn of the hospital campus. With every donation, the butterflies illuminated. With this light show as the centerpiece of the campaign, the fundraising goal was exceeded. We’re now in the highly anticipated second year of the campaign.
Nationwide Children’s Hospital (NCH) needed a boost to their annual giving campaign during a time when many potential donors were experiencing financial uncertainty. Taking inspiration from the butterfly in NCH’s logo, we created a way to let donors see how their gifts have a positive impact on children spending the holidays in the hospital. 100 larger-than-life butterfly sculptures were installed on the front lawn of the hospital campus. With every donation, the butterflies illuminated. With this light show as the centerpiece of the campaign, the fundraising goal was exceeded. We’re now in the highly anticipated second year of the campaign.
Consumer Research
Brand Strategy + Positioning
UX Strategy
Branded Environment
Advertising
Public Relations
Social Media
Data Strategy + Analytics
With every donation, the butterflies illuminated.
The moment a donation was made, the NCH lawn transformed as butterflies lit up for patients and donors to see either in person or via a live stream. The live stream allowed those donating from offsite to see the butterflies as well as families and patients too sick to get out of bed.
OUR HEARTS
WENT OUT, THE DONATIONS CAME IN.
64M
Digital Impressions
100+
Larger than life
butterfly sculptures
EVERY TOUCHPOINT, JUST AS TOUCHING.
The work featured real patients and their caregivers. That authenticity created a connection between potential donors and those they were supporting. Of course, every execution linked donors to the landing page where they could give.