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Hart was charged with crafting a campaign to position ProMedica Russell J. Ebeid Children’s Hospital as the highest quality and best choice for children’s care in the region and beyond.
The campaign acted as a catalyst for the Toledo Children's Hospital’s rebranding to ProMedica Russell J. Ebeid Children’s Hospital, named for a local philanthropist dedicated to giving back to the region. To announce the new name and drive hospital volume, we featured childlike illustrations and messaging created to resonate with parents.
Since originally launching pre-COVID-19, some of the fresh creative executions quickly became outdated. With agility and a proactive approach, we adapted the campaign to include masked characters when in healthcare settings. We also included a hand sanitizing station in our Emergency Room spot, giving a nod to ERs being a safe place to come during an emergency, even during COVID-19.