Children's Healthcare of Atlanta

OVERVIEW:

For hospitals, it's sometimes true that one of the best results is when people don't need their services. That was true for Children's Healthcare of Atlanta, which counted preventing admissions by promoting overall health and welness among its goals, alongside brand awareness and as a non-profit, increasing donations. Working with Comcast Spotlight, and taking advantage of video on demand and interactive television, Children's Healthcare of Atlanta created a multi-screen campaign to address those objectives.

STRATEGY:

The campaign with television advertising directing viewers to a video-on-demand library of up to 30 videos on topics like the importance of hand washing, healthy eating, water safety and many more, each with a topical call to action as part of the message. The commercials directed viewers to the channel number where they could browse and view the videos. Those same commercials were also featured via in-banner video advertising on Xfinity.com. In addition, in homes with compatible technology, the commercials featured an interactive overlay offering one-click access to the video-on-demand content from Children's Healthcare of Atlanta.

SUCCESS:

  • Increased website traffic.
  • Increased awareness and availability of tools for parents to make healthy lifestyle choices.
  • 24x7 presence to showcase success stories and drive donations to the organization.
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