Speaking to Both The Head And The Heart

Established in 1883, Cincinnati Children’s Hospital and Medical Center (CCHMC) is one of the oldest and most distinguished children’s hospitals in the U.S. Serving nearly 1.5 million patients per year, this academic medical center is committed to prioritizing quality of life, where compassion and research are one and the same.

As part of their journey to increase annual fundraising to $100M, Cincinnati Children’s turned to heavy to enhance their philanthropic brand and execute a robust campaign to amplify their work. By centering humanistic storytelling, while sharing the impact of the hospital’s innovative therapeutic treatments, we would inspire donations and long-term supporters and grow the medical center’s donor base during the holiday season.

We partnered with Bentz, Whaley, Flessner & Associates to highlight the two pillars of CCHMC, groundbreaking research and unparalleled compassionate care—told through the lens of Marley Johns and her family’s experience.

In our anchor, we explore the twin pillars together as we speak to Marley, her family, and her medical team to learn about her journey and how the team at CCH devised a treatment plan that would allow Marley to live a whole and happy life.

As we moved into our vignettes and social cuts, we split these two themes apart, telling stories that focused on the head and the heart of the institution. Whether it’s the medical team’s warmth and confidence, the bonds and friendships Marley formed with her care team throughout her treatments, or the next-generation FLASH radiation therapy being developed at CCHMC, we see how the head and the heart are intertwined in everything Cincinnati Children’s does.

Ultimately, these films inspire all who watch them – in Cincinnati and beyond – to feel pride in the work being done at CCHMC and to motivate them to support the life-changing work happening at Cincinnati Children’s every day.

Once the campaign launched, the video had a 98% completion rate, the highest completion rate of a single film in over a decade. More importantly, as a result of the campaign, Cincinnati Children’s Hospital doubled their annual fundraising goal. These generous donations will support lifesaving research and practices, improving the lives of thousands of children.