The Work

Our Lady of the Lake Children's Hospital

Our Lady of the Lake Children’s Hospital, located inside Our Lady of the Lake Regional Medical Center, is the second-largest pediatric facility in Louisiana, serving children statewide and beyond. Mangan Holcomb Partners was charged with raising awareness of this “hospital within a hospital” among Baton Rouge families.

Building on Our Lady of the Lake’s existing “We Believe” campaign, Mangan Holcomb Partners created the “Make Believe” campaign specifically for the children’s hospital. Together, the campaigns illustrate the unifying belief system of all Our Lady of the Lake employees that sets the medical center and its children’s hospital apart from other healthcare facilities in the market. The “Make Believe” campaign included a 30-second and three 15-second TV spots, complementary print and outdoor ads, and website. The execution of the campaign’s creative elements relied on real pediatric patients, not actors, to juxtapose the children’s real-life roles (cancer fighter) against the make-believe alter egos (firefighter) they play. The campaign offers Baton Rouge residents a powerful snapshot of a children’s hospital that’s right in their own “backyard.”

The multimedia campaign launched December 2008.

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