In May 2020, Core Health received Aster Awards in two separate categories for its “Let them Play” awareness campaign for Arkansas Children’s Hospital. Distinctions include a gold award for children’s hospital TV advertising as well as a Judge’s Choice award for children’s hospital total advertising campaign. The Judge’s Choice award is second only to the highest possible Best of Show distinction.
Launched in 2019, the integrated “Let Them Play” campaign for Arkansas Children’s Hospital was introduced to build awareness for the system’s newly renovated clinic in Jonesboro. Core Health designed the campaign to increase appointment requests and brand affinity in the face of strong competition, while building a magical connection between Arkansas Children's and families in the area. In addition to its two Aster wins, the campaign has garnered numerous awards from Healthcare Marketing Report and the Service Industry Advertising Awards in 2020.
Our work for Arkansas Children’s is an outstanding example of Core’s dedication to developing breakthrough creative. Not only is it one of the more beautiful campaigns we’ve done in recent years, it’s an expression of our team approach at Core: building a creative campaign that resonates with our audience to make them really feel something. Feelings make the campaign memorable.
The children’s hospital campaign builds a vital emotional connection by giving its audience – in this case, millennial moms – a solution to give their children better lives by getting care at a clinic closer to home; so they get more time to enjoy being a kid and less time traveling to out-of-state health systems. In concepting, we had to find a special balance for what parents truly seek for their children, something that would resonate, emotionally, across a wide variety of media. Strategically-targeted media included video produced on-location in Jonesboro, Ark., animated and digital display ads, and print and out-of-home executions.
The success of “Let Them Play” at the 2020 Aster Awards is a testament to Core’s effectiveness in finding the voice of the customer for Arkansas Children’s intended audience. Grounded in solid strategy, the emotional campaign truly exemplifies the best of healthcare system advertising--particularly among children’s hospital advertising. In early 2020, Core Health continued its partnership with Arkansas Children’s Hospital, updating campaign creative to remain relevant for new seasons.
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