The Work

Le Bonheur Children's Medical Center

Branding Campaign

Le Bonheur Children’s Medical Center needed to raise a substantial amount of private funding through a regional capital campaign. To obtain this support, 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 not only conjures up images of simple childhood diversions and uncomplicated love, it 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 and kite strings, among others. The talented Morgan Freeman lent his voice to the radio and television spots as the campaign’s spokesperson. His support and the support of the Le Bonheur staff and its young patients have helped make this worthwhile endeavor as special and memorable as Le Bonheur itself. The results show that the campaign is not only memorable but also effective:

• In a local listing of preferred Memphis charities, Le Bonheur’s ranking rose from No. 9 to No. 2, right behind St. Jude Children’s Research Hospital.
  
• The branding campaign supported the largest capital fundraising effort in Memphis history, helping to raise $100 million.
  
• An internal Le Bonheur Associates campaign raised a record $1.3 million.
  

Put the power of ideas to work for you! To learn more, email Sharon Tallach Vogelpohl.

< Back to Work Listings