"Hope. Care. Cure." Success

Each ad features one word from the "Hope. Care. Cure." tagline and tells a story that exemplifies its corresponding principle.

"The 'Hope. Care. Cure.' anthem really represents and ties together the three peer entities for our organization," Fitzgerald says. "Seattle Children's is a hospital, a foundation, and a research institute so the campaign relates back to those three entities."

Since the campaign launched, Seattle Children's has heard a good amount of positive feedback, she says. It has also seen an increase in traffic to its Web site and has received high awareness scores for the campaign in statewide polls.