Integrated Campaign & Brand Storytelling
Kids Can Because You Care Campaign
Role: Creative Director, Campaign Strategy, Messaging, Creative Leadership
Scope: Campaign concept and messaging; visual system; multi-channel creative; storytelling framework; market research and audience analysis; competitor analysis; digital and print execution
Industry: Healthcare, Nonprofit
The Challenge:
Children’s Specialized Hospital Foundation needed a unifying campaign that could emotionally engage a broad donor audience while clearly articulating the real impact of philanthropy. While the Foundation supports children with complex medical needs, the nuances of pediatric rehabilitation were often difficult for donors to fully understand, making it challenging to communicate how fundraising dollars translate into meaningful, long-term outcomes for children and families.
The challenge was to bridge this understanding gap. The campaign needed to simplify a complex mission without diminishing its depth, reinforce trust with long-time supporters, and resonate with new audiences encountering the organization for the first time. It also needed to inspire action across multiple channels while maintaining a tone that was hopeful, respectful, and emotionally intelligent.
The Solution:
I developed Kids Can Because You Care as a unifying campaign designed to translate complex pediatric rehabilitation outcomes into clear, human stories that donors could understand and connect with. The campaign reframed the Foundation’s work around progress and possibility, showing what children can do because of donor support, rather than focusing on the hospital’s work.
The creative approach centered on authentic patient stories supported by concise, emotionally resonant messaging. Each story was crafted to make impact tangible, helping donors see how their generosity directly enables the care that leads to meaningful, long-term outcomes for individual children. By shifting the narrative from abstract need to visible progress, the campaign strengthened donor confidence and reinforced the Foundation’s credibility.
Visually, the campaign employed a flexible design system and consistent messaging framework that could scale across all digital, print, merchandise, and in-person experiences. This allowed the campaign to adapt naturally to different audiences and engagement moments.
Results:
Improved donor understanding of how contributions translate into real-world outcomes
Brand differentiation from peer organizations through impact-driven storytelling
Strong emotional resonance that translated to increased conversions
Increased engagement across email and social media channels
240% increase in website traffic