Children’s Health’s anthem video connected with and beyond its patient community

Children’s Health, a pediatric health system in North Texas, was facing local and national competition. It needed to evolve its positioning from a simple celebration of kids and care to telling a more compelling and competitive story of why families choose it for health care. The result was the “Incredible. Together.” brand campaign created by agency Colle McVoy. The campaign won bronze for Film/TV/Video Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Awards 2023. See all of the Healthcare Marketing Impact Awards winners here The heart of the campaign was an emotive anthem video that captured the journey many families experience with Children’s Health, from moments of question and worry to relief and comfort. The soundtrack was a reimagined version of the 1980s power ballad “Total Eclipse of the Heart,” sung by a Dallas community choir. The lyrics took on an emotional meaning when paired with vignettes of kids, families and hospital care teams, showing how Children’s Health can deliver more incredible outcomes with love, support and the power of togetherness. The target audience was a broad group of parents, defined by Children’s Health as “Engaged Parents,” who aren’t just parents of very sick kids, but healthy ones, too. Children’s Health has run the “Incredible. Together.” anthem on TV spots, online and streaming TV and has promoted it through social platforms. One incredible outcome: Children’s Health said two local business partners were so moved by the anthem video that they made a $200,000 donation. See all of the Healthcare Marketing Impact Awards winners here

Children’s Health’s anthem video connected with and beyond its patient community

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