NATIONWIDE CHILDREN'S HOSPITAL

LIGHT UP THE LAWN

  • 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

    • Advertising & Content

    • Design & Production

    • PR & Social Media

    • Branded environment

    • Data & Analytics

    • Media Planning & Buying

A person holding a smartphone displays a donation page for Nationwide Children's Hospital, with options to donate money to help light up patients' lives.

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 off site to see the butterflies, as well as families and patients too sick to get out of bed.

Young girl smiling in a hospital bed, raised hand with IV line, surrounded by blue butterfly lights.
Nighttime outdoor display with illuminated sign reading 'Light Up A Life. Give Today' decorated with large, glowing butterfly lights in front of a tall, modern building with many lit windows.

OUR HEARTS WENT OUT, THE DONATIONS CAME IN

RESULTS
DIGITAL IMPRESSIONS

64M

BUTTERFLY SCULPTURES

100+