Mower’s campaign for client Allegheny Health Network surrounding the launch of the children’s video series “Cai & Kate” has earned a bronze recognition for Purpose-Led Campaign of the Year in Ad Age and Modern Healthcare’s Impact Awards. The program honors the most impactful campaigns propelling the healthcare industry forward, drawing attention to healthcare issues and the companies improving patient care.
Allegheny Health Network (AHN) is a non-profit academic medical system with 14 hospitals and other facilities across Western Pennsylvania. Childhood mental health and wellness have become key areas of focus for AHN, and so in 2022, they started the production of a new children’s show aimed at toddlers and young children to help them cope with their feelings: “Cai & Kate.” In each episode, Kate, an AHN employee, interacts with Cai, a chameleon puppet that changes colors based on his emotions and feelings.
Mower got to work branding the new series to get children excited about Cai & Kate. The team developed an illustrative-version of Cai, which became part of the logo and a multitude of jungle-inspired graphics that would appeal to children. The logo would later come to life in the show intro sequence Mower produced, with Cai the chameleon peeking out from one of the leaves. The tagline, “Exploring the colors of emotions,” was also developed as it’s common to associate different colors with certain emotions—especially with children.
Branding was applied to initial launch materials like a save-the-date postcard to the premiere event, in-office posters that encouraged parents to watch the show with their little ones, and even a Cai & Kate themed coloring book children received at their doctor’s appointments. Within the first two weeks of the show’s premiere, the campaign reached 2.5M people, and the first episode has received more than 32,000 views on YouTube.