• June 15, 2011

Akron (Ohio) Children's Hospital's new campaign includes 14 30-second TV spots. Each of the spots is comprised almost entirely of one doctor's authentic, unscripted commentary on his work.

Created by Cleveland-based  Marcus Thomas,  the goal is to humanize and build trust in ACH's doctors, and to differentiate from ACH's better-known competitors (chiefly Cleveland Clinic and University Hospitals). The production company shot eight to 10 hours of film for each 30-second spot. Unused footage will go into recruitment and website videos.

The primary target is moms with kids under 18. A broad media buy is intended to also reach special audiences including potential hospital donors, community leaders, and referring doctors. The campaign runs through November on Northeast Ohio broadcast TV, weighted to top rated prime time.--Tanya Irwin