THE TRUTH IS, there are no limits to what parents will do for their kids.
Or, to what Connecticut Children’s will do to make them well. Through the story of “Jimmy,” rather than focusing on the process (the time spent in the hospital), we focused on the promise (the trip home), set to a poignant and memorable song named “Homebird.” A responsive microsite provided the best user experience for moms across desktop and mobile platforms, and we were able to further connect across other mobile platforms such as mobile paid search and social.
TRUTH WINS:Unaided awareness for Connecticut Children’s increased 19%. And, as a result of the campaign, the majority of parents said they would take action: 59% would talk to friends and family, 56% would visit the website.