MCH - The Montreal Children's Hospital Launches Public Awareness Campaign

 

I am very pleased to present our new public awareness campaign launched on September 13, 2006. Last summer we started a branding initiative designed to build the MCH brand. The ultimate reason is quite simple: a successful brand can attract and retain users (patients), engage and inspire employees, contribute to fundraising success, and enhance ability to gain support of influencers.

 

The first phase was extensive research designed to reveal the core values of the MCH. At the end of the day, there is only one thing that matters to all us, as one of our staff members so eloquently stated:

“100 years from now, it will not matter what my bank account was, what kind of house I lived in, or the kind of car I drove. But the world may be different because I was important in the life of a child.”

The campaign is built on the idea that at the MCH we never lose sight of the big picture; and the big picture is that when a child is undergoing treatment, he is not at school with his friends, he is not in the back yard playing catch with his dad, he is not behind the arcade kissing a girl for the first time. His life as he knows it is interrupted by his treatment. There is something very humble and meaningful about a hospital acknowledging that fact, saying ‘we know that you want to get on with your life, and you know what, we want that too…because your life is out there waiting for you to reconnect with it, and we’re going to do everything we can to help you do just that.’ This is truly who we are and this is why we can proudly state that The Montreal Children’s Hospital is: ‘Where Kids Come First’.

 

The public awareness campaign, called ‘Life Outside Our Doors’ consists of a series of executions each featuring a symbol of childhood and/or adolescence – a tricycle, a dog, a set of drums, a school desk, a soccer ball – all patiently waiting outside our doors, for their friend to come out and resume his or her life. The creative will be seen and heard throughout Montreal via transit shelters (concentrated in our RUIS), newspapers and radio. Our partners have also kindly produced a television commercial, that will be aired as public services announcements on various television stations in Montreal and the province of Quebec. The creative will run in French and English language media as well as on Montreal’s ethnic radio in Greek, Spanish, Italian and Mandarin. The medical profession is also targeted, via three prestigious Canadian medical association journals – Canadian Family Practitioner, Pediatrics and Child Health and Médecin du Québec.

 

We are very proud of our new campaign and confident that it will help raise the profile of the MCH as a:

3.      World leader in improving the health of children through integration of teaching, research, care and advocacy.