Fight like Helen.
Branding // Baas Creative
ACD // Writer // Designer // Illustrator
Traditionally, children's hospitals seek your sympathy. But these kids aren't victims. They're brave, strong, mighty heroes who should be celebrated, not pitied. So instead of pulling on heart strings, we pitched a concept that would make people want to join the fight.
There's a Helen in all of us.
More than an individual person, Helen is a courageous spirit that lives inside all of us. If this idea had launched, we would've grown it into a highly personalized campaign that made every child — past, present, and future — the hero of the brand.
A voice that carries.
We already use a lot of fighting language to describe battling sickness (see what I mean). "Fight like Helen" set the stage for an endless supply of powerful words that would distinguish the brand and inspire our audiences.
The patient experience.
Like any good brand, it doesn't just get you in the door, it impacts your experience. Here are just a few of the tactics waiting for each patient when they entered their room.
