Children's Hospitals and Clinics of Minnesota Launches Ad Campaign Highlighting Unique Approach to Care

MINNEAPOLIS, Feb. 24, 2011 /PRNewswire/ -- Children's Hospitals and Clinics of Minnesota is launching a new, multimedia ad campaign that will showcase the "little things" that make a huge difference when caring for kids.

This is the first major re-branding for Children's in the last four years. Working with Minneapolis Ad Agency Peterson Milla Hooks, Children's looked to break from the traditional "health care advertising" mold.  

The new television ads use an unscripted, documentary style to focus on doctors, nurses and Children's staff, and the special ways they approach working with kids. The print ads are bold and headline driven.  They use messages that demonstrate Children's leadership and extraordinary outcomes, but also focus on small details of pediatric care that set Children's apart. All of the work closes with the simple statement, "that's why we're called Children's."

"We have great confidence that the more accurately we show people who we are and how we do things, the more likely they will choose us to care for their children," said Bjorn Gunnerud, Children's senior director of marketing.  "This brand campaign accomplishes that mission by giving people an authentic sense of our personality, our facilities, and our passion for treating kids."

The ads feature a variety of subjects. Some highlight clinical areas such as cardiovascular care, neonatal care, cancer treatment, and pain management, that are among the best in the nation in delivering positive outcomes for patients.  Others focus on smaller elements of caring for children, such as the use of needle-free lidocaine air cartridges to numb a child's skin before an IV or blood draw. All of the work features Children's staff along with current and past patients.

Children's will use television, print, and online advertising in the campaign as well as a number of billboards and other "out-of-home" advertising around the Twin Cities metro area.

Children's will also have an interactive experience online at www.ChildrensMN.org where visitors can watch the television ads, look over the print ads, learn more details about the programs highlighted in the work, and submit their own experiences for consideration in future ads.

The campaign officially launches Feb. 24.  

About Children's Hospitals and Clinics of Minnesota

Serving as Minnesota's children's hospital since 1924, Children's Hospitals and Clinics of Minnesota has 332 staffed beds at its two hospitals in St. Paul and Minneapolis. An independent, not-for-profit health care system, Children's of Minnesota provides care through more than 14,000 inpatient visits and more than 200,000 emergency room and other outpatient visits every year. Children's is the only Minnesota hospital system to provide comprehensive care exclusively to children. For more information, visit www.childrensMN.org.

SOURCE Children's Hospitals and Clinics of Minnesota