Texas Scottish Rite Hospital for Children (TSRHC), one of the nation’s leading pediatric centers for the treatment of orthopedic conditions, launched its first-ever brand campaign spotlighting real hospital patients. Titled “Moments,” the new multimedia campaign includes regional television spots created by Dallas independent ad agency The Richards Group. In addition to TV, the campaign encompasses radio, out-of-home, digital and print advertising.
“Texas Scottish Rite Hospital has been changing lives for 93 years, and we were excited to launch our first brand campaign yesterday, which is coincidentally our birthday,” said Mark Bateman, senior vice president of public relations at TSRHC. “Our hospital’s purpose is to give patients back their childhood. What we do best allows our patients to get back to what they do best, and this campaign showcases that in a compelling way.”
Three TV spots, directed by Lucky 21‘s Jeff Bedzarz, feature a dancer, football player and horseback rider who are patients at TSRHC. Each spot includes footage of patients receiving treatment at the hospital as children. The archival footage contrasts beautifully with the high-definition cinematography used to portray each patient’s athletic passion, made possible by their treatment at TSRHC.
“Using Texas Scottish Rite patients in our campaign brought authenticity to the hospital’s message,” said Stan Richards, president and CEO of The Richards Group. “By putting the focus on actual patients who overcame adverse circumstances, we can show how each one has gotten back to their childhood, fully recovered and happy, thanks to the good work of TSRHC.”
“At the heart of this project are amazing, talented kids who have overcome so much with the help of Texas Scottish Rite Hospital,” said Bednarz. “It was truly touching and an honor to get to know these impressive young people and help celebrate their grit and voracity of life through the study of movement. The agency team’s approach was eloquent and simple – juxtaposing candid historical footage of the kids’ treatment with their incredible abilities today. They let the visuals speak for themselves, which is to say: volumes.”
