Children’s National Hospital in Washington D.C., is out with a new multimedia campaign from agency SmithGifford called “Light Up Dr. Bear.”
The campaign features more than 300 “Dr. Bear” figures strategically placed in heavily trafficked areas like town centers and shopping malls throughout the metropolitan Washington, D.C., region and at the hospital, its community clinics and outpatient centers.
Throughout the season, all the bears will light up simultaneously whenever a donor makes a donation. The donation triggers a light emitting diode (LED) transferred to each bear via an Internet-of-Things managed cloud platform. The idea is to provide children in the hospital and donors alike a physical manifestation of the gift given, through a region-wide light show.
The fundraising campaign, running through Jan. 6, also includes TV, print, digital, out-of-home and social media.