Client: Franciscan Children’s
What we did: Communications planning, design, video, media planning
Collaborating to tell stories that sing
Since 1949, Franciscan Children’s has served children and adolescents with complex medical, mental health, and educational needs. After we helped rebrand the organization, the next step was to generate brand awareness. With a modest budget but amazing stories to tell, we knew we’d have to rethink how we worked with media to come up with a uniquely creative way to get our stories out there. We started by making some phone calls.
One of those calls was to the team at the Boston Globe’s content marketing studio, BG BrandLab, who agreed to partner with us in creating a dynamic multimedia campaign. This included enlisting the help of music therapy students from Berklee College of Music, who worked with the kids at Franciscan Children’s to compose music. We also leveraged a comic book artist, who created superheroes based on the kids’ unique personalities. The music and illustrations were unveiled through a series of heart-warming articles, videos, and digital banners, bringing the stories to life in charming, unexpected ways.
In just four months, the series engaged hundreds of thousands of people, who actually took the time to read each story. We also majorly increased traffic to Franciscan Children’s website. Together with the Globe, we multiplied the impact of the campaign, showing the world what makes Franciscan Children’s—and more importantly, the kids it serves—so amazing.
350,000
People Engaged
6+ mins
Minutes per story
198%
increase in website traffic
