Turning unforgettable moments into a unified movement.

GH Advertising has partnered with UPMC Children’s Hospital Foundation for years to help their mission of creating healthier futures for children through life-changing care and breakthrough research. As the sole fundraising arm of UPMC Children’s Hospital of Pittsburgh, the Foundation is an integral part of the community, and one many Pittsburghers take pride in supporting.

However, they were about to undertake the largest fundraising effort in their history, and this came with a few new challenges. First, they were looking to expand on an internal campaign called “This Moment” and make it public facing, which required a revitalized message and design, without losing the overall concept about important moments that can make a difference. Second, they needed to create urgency and stand out amid other charitable entities. Donations are an ongoing need, but we needed to make this an immediate need. Third, they wanted the community to feel more connected, so every person knows that their donation truly makes a difference.

Our goal was to transform the “This Moment” campaign to be even more urgent and emotional to make people feel as if they are in the room with the children. We developed the messaging theme as a vehicle to tell compelling stories about real children at UPMC Children’s and bring people into their lives at crucial moments. We also created a candid snapshot-style design element that captures how one moment can truly change a life and shows the authenticity and vulnerability of these kids who are fighting for their lives.

This campaign includes a launch video featuring kids from UPMC Children’s Hospital and a series of print, OOH, and digital ads that encourage donations to help get the word out in the community.

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