The biggest hearts caring for the tiniest patients

A special club with remarkable stories.

With the help of the Crouse Baker NICU, we found compelling stories of former patients who had grown up to lead happy and healthy lives. We also heard about their families’ experiences. Whether the stories were happy or difficult, they all belonged to a lifelong club — and were forever thankful for the doctors and nurses who treated them so well for the first few weeks or months of their lives.

Through their stories, we told the Crouse Baker Regional NICU story.

The doctors and nurses at the Crouse Baker Regional NICU make it a point to care for not only the baby, but also the family. The bonds they build with the families continue long after patients go home. This relationship was the inspiration for a campaign, “Little Fighters.” The tiny boxing glove keychain served as a powerful symbol of the fight and also an effective fundraising device.

Giving the littlest fighters a big boost.

To engage potential donors with the stories of real patients and the people who nursed them to health, we took a multichannel approach — social, outdoor, the hospital website, and a PR effort targeting traditional and digital media. We created a landing page with videos highlighting some of the most compelling and emotional stories to drive further awareness and potential donations. The landing page also created a space for people to connect and share their own stories about loved ones in the NICU.