FLOATING HOSPITAL FOR CHILDREN
How does a small children's hospital stand out in a city with one of the most famous and respected children's hospitals in the world? We show them that you don't have to be big to be strong.
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And to communicate this idea to our patients, the children we care for every day, we created The Toughlings. A team of animals with strengths much bigger than their size. We worked with the artists behind The Octonauts to bring these characters to life.
Breakdown: Few cities appreciate grit and toughness quite like Boston, and this campaign was received very well. And not just with parents and patients. The support this campaign garnered from staff and donors changed the face of the hospital itself, with The Toughlings having a permanent presence in walls, badges, and even children's activities. Though my favorite effect was in the morale of some of the patients. Hearing stories of them proudly saying they don't have to be big to be strong, or being comforted by their favorite Toughling felt better than any of the growth charts and awards this campaign received.
