The campaign aims to differentiate the hospital from other children's hospitals in the Chicago area and around the country.
Ann & Robert H. Lurie Children's Hospital in Chicago, IL, has launched an advertising campaign aimed at differentiating itself from the competition. The campaign's tagline, "All, for your one" emphasizes the hospital's promise to families to give its "all" for each young patient.
"'All, for your one' helps distinguish us from other children's hospital in the Chicago area and the country," Kary McIlwain, vice president of marketing at Lurie Children's, said in a media release.
"The creative focuses on all of our clinical expertise, all the research, all the compassion, all the advocacy, all our locations, everything the hospital brings to the care of each child."
The campaign features print, outdoor, digital, and radio ads, and will run throughout the summer.
"Four words that perfectly articulate the promise we make to every family, every day. It's not just a tagline—it's our rallying cry," states the campaign's microsite.
"Whether it's cutting-edge research, community advocacy, or the very best clinical care, everything we do is driven by an intense passion to help kids become healthy, happy adults. Lurie Children's ranks among the nation's best pediatric hospitals because we put all that we have into delivering on this promise. Think of it as world-class care with a Midwestern work ethic."
Hospital marketers are also promoting the campaign on social media, including a 60-second video that has been viewed more than 4,000 times on YouTube.
They are also encouraging the hospital community to discuss the campaign online using the hashtag #all4your1.
Lurie Children's is a free-standing children's hospital that treats complicated disorders. It boasts more than 1,350 physicians and allied health professionals in 70 pediatric subspecialties. "We want people to think of us also when their kids need tonsillectomies or ear tubes," McIlwain said.
Lurie Children's partnered with ad agency Leo Burnett to develop the campaign.