RP3 Agency is proud to announce the launch of a new branding campaign for Children’s National Health System, under the theme “Grow Up Stronger.”
The campaign includes TV, Print, and Digital executions, with Social and Experiential elements planned for the coming weeks and months. It marks the culmination of a comprehensive research phase to better understand the parent’s perspective and how they make healthcare decisions for their families.
Christina Pantelias, Director of Strategic Planning, says what makes this campaign different is its specificity. “Advertising in this category tends to hit the same clichés—cute kids, expert doctors. We needed to make that more real to parents by being more insightful about what the intersection of parenting and healthcare feels like, and by offering more convincing proof to parents that Children’s National is unequivocally the best choice.”
RP3 was named Agency of Record in December 2015 following a nationwide review. “The fact that we were able to prevail over such tough competition, including the incumbent and other health care specialist agencies, speaks to our unique ability to build business opportunity for clients,” said Beth Johnson, RP3 Co-Founder and Chief Executive Officer.
The agency had previously worked with the client on a project basis, and members of the senior leadership team had experience working on the account earlier in their careers. “I did branding work for Children’s years ago, when my son was actually a patient there. It gave me a unique perspective into how they instill strength and confidence in parents, which became a major theme of our new campaign,” said Jim Lansbury, RP3 Co-Founder and Chief Creative Officer. “I think this work is extremely differentiating and sets them up for long term success in the changing healthcare marketplace.”