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To create a post-merger brand campaign for the Children’s Hospital of Richmond at VCU (CHoR) that, while distinct, showed connectivity to the master VCU brand. A delicate balance had to be maintained – leveraging VCU’s position as the only academic medical center in the region with the need to position CHoR as the provider of choice for all children’s healthcare needs.


An integrated campaign featuring TV, radio, print, digital, web and social. The work clearly showed how the doctors, nurses and staff of CHoR are curious by nature. Just like the kids they care for. That’s how they are able to discover the best, new ways to treat the children. Quantitative consumer research results tell the story: over a two-year span, CHoR’s rating for the Best Reputation for Overall Children’s Care increased from 39% to 60%.

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