Ann & Robert H. Lurie Children’s Hospital of Chicago launched the second year of its touching “All, for your one” campaign.
The long-form films, directed by Sandrine Orabona of Foreign Films, spotlight three children — Ryan, Zariah and Liam — who have undergone, or are currently undergoing, complex medical treatments at the hospital.
With a running time of about 5 minutes each, the individual stories highlight a distinct aspect of the hospital experience — forward-thinking clinical research, close bonds between patients, families and their doctors, and environments designed specifically to promote healing in kids — while demonstrating that Lurie Children’s provides top-ranked pediatric care for any family’s needs, no matter how large or small.
In the first video titled, All for Ryan, we meet Ryan who has Duchenne’s Muscular Dystrophy, a fatal genetic disorder that gradually deteriorates muscle function. For the last 18 months, he has been participating in a clinical trial. During this time, Ryan has forged a meaningful bond with his favorite nurse, Kathy Moran, who has been instrumental in putting him and his family at ease.
Next, we meet wonder child and hockey player, Zariah, who was born with necrotizing enterocolitis, a life-threatening disease that destroys intestinal tissue. In the expert care of Dr. Valeria Cohran and the team at Lurie Children’s, she received a transplant of her intestine, liver and pancreas that saved her life at 18 months old.
Finally, we are introduced to Liam. He was diagnosed with an aggressive pediatric cancer in 2010, when he was 2 years old. Dr. David Walterhouse and the oncology team at Lurie Children’s saved his life, but the treatments resulted in severe hearing loss. We then meet, Dr. Nancy Young and her otolaryngology team, who collaborated with Liam’s oncologists to implant a cochlear device designed to restore his hearing.
This campaign exemplifies a unique merging of minds. Lurie Children’s wanted the campaign to be an emotional experience, and Arc Worldwide counseled the use of longer-form videos to profile patients, drive the campaign, and convey the depth and breadth of each child’s story. The families worked closely with Arc and Lurie Children’s. Every aspect of the campaign was collaborative and inclusive of input from the families, the agency and the client.
Chris Cancilla, CCO of Arc, had this to say about the campaign, “Creating the campaign required a high level of collaboration between the agency, our client partners at the hospital, our production partners at Foreign Films and Utopic, and most importantly, the kids and their families. Shooting all of the content in a documentary style allowed us to embrace authenticity while staying flexible throughout, letting the stories lead the way.”
John Florek, VP Creative Director of Arc, added, “As we did research for the campaign, we heard countless kids who had come from all around Chicago, the country, and even the world, to be treated at Lurie for a range of conditions. Ultimately, we realized that the best proof of what makes this hospital amazing is the stories of these kids and the positive outcomes that keep their childhood intact.”
In addition to the films, each child’s spots are being placed on bus shelters, billboards, Facebook, Instagram videos, Hulu (pre-rolls), traditional radio, Pandora radio and print. Consumers are encouraged to support Ryan, Zariah and Liam using #all4your1 on social media.
Credits — All, for your one
Client: Ann and Robert H. Lurie Children’s Hospital of Chicago
Agency: Arc Worldwide
· President Arc U.S. & Chief Strategy
· Officer Arc Worldwide: Karuna Rawal
· Chief Creative Officer: Chris Cancilla
· VP Creative Director: John Florek
· VP Strategy Director: Lauren Hawes
· SVP Executive Producer: Juan Woodbury
· VP Account Director: Kim Sharon
· Producer, Stephanie Samalis
· Production Company: Foreign Films
· Director: Sandrine Orabona
· Executive Producer: Anke Thommen
Editorial House: Utopic
· Editor: Jill DiBiase
Music: Jira Productions
· Composer: Balint Seres
· Executive Producer: Ira Antelis
· Assistant Music Producer: Alec Stern
PR Agency: MSLGROUP
Follow Colin Costello on Twitter @colincostello10.