Cambridge Children's Hospital
Cambridge Children's Hospital will take a new approach to pediatric healthcare. If — and it's a big if — it can raise the £100 million needed in global philanthropy to turn its ground-breaking vision into a reality.
I delivered the idea, a whole new way, to help it achieve this huge target. Creating an identity, voice and campaign that balanced a plethora of intelligence with a heart of warmth, and reflected the ultimate ambition to treat children like never before.
Agency / EveryFriday
Year / 2020
Team / @joebaglow
Just imagine how it feels to make one child better. Now imagine making ten, one hundred, one thousand children feel better. We have a chance to do just that. An opportunity to build a children’s hospital in the heart of Cambridge that will improve the lives of children across the region, throughout the nation and, eventually, around the world.
Alongside the NHS and Cambridge University we will build a world’s first hospital that cares for children’s physical and mental health together, in a way no-one ever has before.
This will be a hospital that focuses on exactly what young people need now and, with a ground-breaking research institute embedded within, what they need in the future.
A whole new way — Fundraising book introduction
Cambridge Children’s Hospital takes a new approach to healthcare. Embedded with genomic and psychological research, it’s a hospital we’ll build from scratch designed to take care of the whole child with no distinction between physical and mental health. Looking at the whole picture to treat them, not just their illness. It will lay healthy foundations for every child’s whole life. Delivering care to whole communities beyond its walls, from a beacon of biomedical expertise that will impact children throughout the whole world.
It’s a whole new way.
The Cambridge Children story
Thinking with a positive mindset, we always try and sound bright and full of life. But to ensure we also convey the seriousness of our message, we underpin this tone with intelligence and authority. The balance of the two speaks directly to our audience, helping us communicate both the importance of what we’re doing and respect those who need us the most.
If it helps, imagine the best doctor you can. An expert in their field, they’re an inspiring and leading voice. And yet their bedside manner makes them approachable and warm — a comforting presence, no matter the situation.
Keep this person in mind when you write, and you should be on the right track.
Our tone of voice
"Just thought I’d drop you a note following the campaign announcement. It was the first time we’ve properly shared the project and we’ve had such amazing feedback. I’ve had so many messages from people telling me how much they loved watching the film – and it's brought tears to the parent’s eyes. It was definitely worth all the work! Thanks for everything."
Megan, Hospital Engagement Lead
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