Title

Children’s Healthcare of Atlanta

Name

Nurses Line

Challenge

Both Egleston and Scottish Rite had deep roots within the community. Entrenched, to be exact. Rebranding the two as a single institution would be incredibly difficult.

Because many parents were wary of the merger, it was essential to focus on the message that kids would be much better served from the union. Keeping it fun would make it palatable.

Concept / Copy

I worked on both.

Solution

We decided to do a campaign that featured a cast of patients, parents and doctors in print, radio and TV. We interviewed them on camera and edited their answers to produce this spot.