Children’s Hospital Los Angeles
Analytics|Creative & Production|Media|Strategy
A creative-driven, omni-channel campaign to increase donations and support children.
THE SITUATION: CHARITABLE DONATIONS TRENDING DOWN
Children’s Hospital Los Angeles enlisted Hawthorne’s expertise at a crucial time when charitable giving drastically dropped.
HAWTHORNE’S SOLUTION: NEW BRAND STRATEGY, MULTI-CHANNEL EXECUTION
Creative: How do you raise critical funds during tough times? By raising spirits. In the children’s hospital sector, standard donor campaigns portrayed sick children as victims. But the kids we met and the families we interviewed at Children’s Hospital Los Angeles were fearless – not fearful. So we profiled six courageous kids who defied the odds. Our highly emotional, fully integrated campaign featured messages of hope and images of healing that strongly resonated with donors.
Media: Omni-Channel media campaign inclusive of TV, Radio, OOH, Print, Digital and Social.
THE RESULTS: INCREASED DONATIONS
During a time when charitable giving fell flat, Children’s Hospital Los Angeles raised the bar. CHLA’s end-of-year fundraising campaign achieved a 16% average year-over- year growth in number of donations. Even more impressive, the average year-over-year return on advertising spend grew by 74%. Six lives touched the hearts of thousands.
brand success? Look to the hawthorne team