FIG Combines Humanity and Innovation in Emotive Campaign for Children’s Hospital Colorado

This campaign is set out to anchor Children’s Hospital Colorado's brand promise of “here, it’s different” by illustrating the complexity and expertise of what Children’s Hospital Colorado does. This campaign demonstrates the expertise of Children’s Hospital Colorado’s multidisciplinary team that provides best in class individualised care for every patient through the medical innovations they are pioneering and the humanity the team members bring to help patients and families feel seen, heard, and understood through every interaction.

‘Here, it’s different’ brings to life incredible acts of humanity in a 360 campaign. ‘Born Twice’ is a story that happened in the prenatal department.

Around 50 experts came together to perform surgery on a 23-week foetus. They carefully brought the baby out, operated on it to repair a rare condition and placed them back in the mother’s womb to be born a second time. FIG found that all they needed was a unique juxtaposition of the familiar medical imagery: an ultrasound, paired with snippets of conversation between the parent and the doctors. From the first time a mother sees her baby on the monitor, to seeing movement, to the uncertainty and then reassurance from the doctors is powerful. But FIG needed something to tie it together, so musician Ben Lukas Boysen recreated the classic lullaby ‘Twinkle Twinkle’. A miraculous story of a baby born twice.

The campaign is running inside Colorado and regionally outside of Colorado (Wyoming, New Mexico, Montana, Nebraska, South Dakota, Kansas, Arizona, Nevada, Utah & Idaho) across OTT/CTV, OLV, Display, Social, Audio, Print and OOH.