The Work

Le Bonheur Children's Hospital

"Amazing Story" Campaign

Le Bonheur Children’s Hospital has been building toward something special since the launch of its 2005 branding campaign: the opening of its brand-new, state-of-the-art, 610,000-square-foot children’s hospital. Capturing the hearts and minds of Memphis-area residents, Le Bonheur’s earlier campaigns reflected its child-centered culture and personality, raising a record $100 million for construction of the new hospital. For 2010, Le Bonheur needed a campaign to announce the success of this fundraising effort and celebrate the community’s achievement.

Telling the “Amazing Story” of childhood that Le Bonheur makes possible every day, Mangan Holcomb continued its five-year partnership with the children’s hospital by creating a campaign centered around an emblem of childhood – the pop-up book. The campaign, starring children who have been treated at Le Bonheur and featuring the magical voice of campaign spokesman Morgan Freeman, brings children’s dreams to life. With unfolding scenes of childhood, the pop-up book illustrates a wonderful world with everything a child needs – a place just like the new Le Bonheur. The campaign garnered impressive results for the June 15 grand opening of the new hospital:

• Just over 2,000 people attended the grand opening event.
  
• About 1,200 people toured the new hospital during the grand opening.
  
• Almost 47,000 viewers tuned in on television to watch the grand opening parade.
  
• A Facebook campaign to choose the parade grand marshal drew more than 2,000 new fans.
  
• The hospital’s website attracted 7,000 visits June 15.
  
• The opening of the new hospital received nearly 10 hours of TV news coverage in the three months leading up to the grand opening.
  
• As a result of the grand opening festivities, donations to the nonprofit hospital exceeded $500,000.
  

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