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Remission Bell

Remission Bell | St. Louis Children's Hospital | JWT
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basics
Industry: Beauty & Health
Media:Outdoor
Style: Minimalism
descriptioncnen
Synopsis
St. Louis Children’s Hospital wanted to raise awareness of a new wing of the hospital dedicated to childhood cancer called “Siteman Kids”. Parents with kids fighting cancer have a lot of options when it comes to care in the St. Louis area so the hospital faced stiff competition from rival hospitals. However, St. Louis is only one part of a larger mid-west market the hospital was hoping to reach. So, they needed an idea that would raise awareness of the new child cancer center in surrounding states within driving distance of their hospital.
Strategy
We set out to replicate the bell ringing ceremony on a scale large enough for the entire city of St. Louis to hear. To do so, we needed to work with a local media company and municipal government to approve the production of a billboard that would ring at a noise level that could be heard by commuters driving by one of the busiest intersections of multiple freeways in the St. Louis area. It also required the fabrication and installation of not only the 12-foot tall bell, but of weather-proof speakers designed to amplify the sound of the bell so it could be heard by commuters from far and wide.
Relevancy
This work demonstrates a deep understanding of the patient experience and the ability to integrate our brand message into the healing process. And in doing so has created a physical symbol of the brand that has not existed outside of the walls of the hospital before resulting in increased affinity for the hospital, its practitioners and the health of its patients.
Outcome
The billboard generated international news coverage culminating in a total of 390 million earned impressions worth over 3 million dollars from NBC, ABC, CBS, The New York Times, Washington Post, San Francisco Chronicle and St. Louis Post-Dispatch. But more importantly the billboard became a meeting place where family, friends and even classmates would meet at the designated time of the bell ringing to cheer on patients. It became a second hospital in a matter of speaking, large enough to accommodate everyone who wanted to show their support for these brave kids.
Execution
The oversized replica of the remission bell was fitted with a wireless device hidden in the billboard that could communicate with our custom-built mobile application, allowing us to trigger the ringing of the bell on the billboard at the very same time the kids in the hospital were ringing the bell marking the end of their chemotherapy treatments. Nurses in the hospital were given the password protected application so only they could ring the bell on the billboard.
CampaignDescription
As part of the child first care the hospital provides, there is a special ritual that occurs when a cancer survivor is done their chemotherapy treatment and has been cleared to go home by their doctors. It’s a bell ringing ceremony where the family, nurses, and doctors attend to watch these brave kids ring a golden bell. This is a ceremony that the family looks forward to as it is symbolic of the end of treatment and the end of a difficult time in the patient’s life. However, this ceremony only happens within the walls of the hospital which is a shame as it’s a symbol of a life saved. So we amplified the bell ringing so the whole city could hear every time a child beat cancer.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Sectors > Healthcare
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