Seattle Children’s Hospital is one of those places that we hope we never have to go to, but it’s a great feeling to know they’re there. But what if they weren’t? What if your insurance plan didn’t cover Seattle Children’s? These are all hard, scary questions that deserve an easy answer. And that’s where we came in.
Seattle Children’s Hospital wanted to encourage parents and employers to check their healthcare plan during enrollment and make sure that Seattle Children’s Hospital was covered. Just a dollop of due diligence that could end up saving lives is worth it, but sometimes the word “insurance” is a cue for eyeballs to glaze over. So we needed to deliver our message with a spoonful of sugar in the form of adorable children.
Children are expert manipulators, and they ask a lot of questions, so it was perfect. Our concerned kids asked questions like, “What if I get melty heart?” or “What if my bellybutton explodes?” Important questions to be sure. But what about the answers? As long as Seattle Children’s is covered in your plan, you’re good. But there’s no shame in making sure.
The video spawned a TV spot, online video, banner ads and a microsite, which were all made top-of-mind via expertly negotiated media placements. AND all of the children avoided the all-too-common pitfalls of childhood advertising stardom. Win win!