News
Agency’s Campaign for Le Bonheur Children’s Medical Center
Featured on Cover of National Marketing Healthcare Today
LITTLE ROCK, Ark. (April 27, 2009) – An Arkansas advertising agency’s nationally award-winning campaign for Le Bonheur Children’s Medical Center in Memphis, Tenn., has been selected as the feature cover story in the March/April issue of Marketing Healthcare Today, a national trade publication that serves as a creative resource and reference for healthcare marketing professionals.
Little Rock-based Mangan Holcomb Partners created the “Common Thread of Exceptional Care” marketing campaign to support Le Bonheur’s capital fundraising efforts to build a new hospital facility. The agency needed a memorable way of demonstrating how important Le Bonheur is in the lives of everyone connected to it.
A simple strand of red yarn accompanied by the line “A Common Thread of Exceptional Care” became the foundation of the campaign. The red yarn, a tribute to the organization’s humble beginnings as a charitable sewing circle, not only conjures up images of simple childhood diversions and uncomplicated love, but it also illustrates the close-knit relationships and community ties Le Bonheur has nurtured for more than 50 years.
During the course of the campaign, the red yarn has taken the form of jump ropes, hair ribbons, kite strings and “reminders” tied to the fingers of children who’ve benefited from Le Bonheur’s exceptional care. The agency developed a multimedia campaign that spanned TV, radio, print, outdoor, transit and interactive platforms to harness the powerful continuity of the “common thread.” Academy Award®-winning actor and Midsouth native Morgan Freeman provided voice talent pro bono and the estate of singing legend Nat King Cole authorized use of the hit song “Unforgettable” in the TV and radio spots.
“We are honored to have our work featured on the cover of this prestigious marketing publication,” said Sharon Tallach Vogelpohl, a Mangan Holcomb Partners principal and Le Bonheur’s account supervisor. “It’s our understanding that we are the only Arkansas advertising agency to be featured on the cover in recent years. I hope our work will inspire other healthcare marketers around the country to create emotional campaigns that truly capture the spirit of the organizations they represent.”
In 2007, the “Common Thread of Exceptional Care” marketing campaign earned five Best of Show awards in a variety of local, regional and national competitions.
About Mangan Holcomb Partners
With one of the winningest creative teams in the region, Mangan Holcomb Partners has earned local, regional and national recognition for work produced for several healthcare providers, including Le Bonheur Children’s Medical Center in Memphis, Tenn., St. Vincent Health System in Little Rock, Ark., and Our Lady of the Lake Regional Medical Center and Our Lady of the Lake Children’s Hospital in Baton Rouge, La.
The campaign for Our Lady of the Lake Children’s Hospital, titled “Make Believe,” recently earned the TV Best of Show ADDY® from the American Advertising Federation (AAF) – Baton Rouge, along with 12 other ADDYs. Four of the “Make Believe” ADDY winners have since won AAF 7th District ADDYs and are advancing to the national competition. The “We Believe” campaign for Our Lady of the Lake Regional Medical Center also earned six ADDYs in Baton Rouge.
In 2004, St. Vincent’s “Inspired” campaign won three national Gold awards in the 21st Annual Healthcare Advertising Awards, including the only Gold award given in the category for Total Advertising Campaign with Television – Healthcare System.
Other healthcare clients include Arkansas Urology in Little Rock, Ark., Baxter Regional Medical Center in Mountain Home, Ark., and Mt. Carmel Regional Medical Center in Pittsburg, Kan.
Established in 1972, Mangan Holcomb Partners is a full-service marketing, advertising and public relations agency in Little Rock, Ark., providing its clients with Power IdeasTM. Power Ideas is about practicing traditional marketing disciplines in nontraditional ways, tapping into the latest communications trends and staying ahead of the marketing curve to get clients’ brands noticed. A member of the prestigious American Association of Advertising Agencies, Mangan Holcomb represents local, regional and national brands in the areas of healthcare, banking and finance, agriculture, telecommunications, tourism, transportation and others. For more information, visit ManganHolcomb.com.
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