The first-ever brand campaign for the Texas Scottish Rite Hospital for Children, a pediatric center, includes several regional commercials directed by Jeff Bednarz of Lucky 21 for The Richards Group, Dallas. Each spot tells the story of a real hospital patient, showing how their treatment years earlier at the hospital now enables them to enjoy their passions in life like horseback riding, dancing and football.
In “Moments–Emily,” we meet a young girl who loves riding horses. She’s notes that many people tell her that she lights up the world. “I think that’s because I came out of a really dark and hard situation. I feel when I ride…I can see the light at the end of the tunnel.”
As we see her on horseback, a voiceover relates, “These moments were made possible by these moments.” At that point, archival footage takes us back to those alluded to earlier moments when Emily was a toddler, being treated for scoliosis at Texas Scottish Rite Hospital for Children.
“We wrote the book on pediatric orthopedics, literally,” continues the voiceover, at which point we see the hospital logo accompanied by the slogan, “Giving children back their childhood.”
Treated for congenital scoliosis over a 10-year period, Emily become known around Texas Scottish Rite Hospital for her precocious personality. Now 13, the 8th grader loves to read and is as active as her peers, enjoying hiking, fly fishing and especially horseback riding.
“Using Texas Scottish Rite patients in our campaign brought authenticity to the hospital’s message,” said Stan Richards, president and CEO of The Richards Group. “By putting the focus on actual patients who overcame adverse circumstances, we can show how each one has gotten back to their childhood, fully recovered and happy, thanks to the good work of Texas Scottish Rite Hospital for Children.”
Richards served as creative director on the campaign, teaming with such agency colleagues as art director Andy Coulston, copywriter Jack Westerholt and producer Laurie Shannon.
Inspiration
“At the heart of this project are amazing, talented kids who have overcome so much with the help of Texas Scottish Rite Hospital,” said Jeff Bednarz, director at Lucky 21. “It was truly touching and an honor to get to know these impressive young people and help celebrate their grit and voracity of life through the study of movement. The agency team’s approach was eloquent and simple–juxtaposing candid historical footage of the kids’ treatment with their incredible abilities today. They let the visuals speak for themselves, which is to say: volumes.”
Another spot introduces us to Paulina who tells us about her love of dancing. We see her dancing in a studio, immersed and content as she does what she appreciates, enjoys so much and does so well. Paulina was born missing the lower portion of both legs, a condition called fibular hemimelia. She was adopted from a Russian orphanage and shortly after arriving to the U.S., her adoptive parents brought her to Texas Scottish Rite Hospital for Children. She had surgery and was fit with prosthetic legs. Paulina learned to walk, then run and to her joy and everyone else’s–dance.
And a third commercial centers on a young man named Case whom we see on the football practice field–moments made possible by his earlier moments of attentive medical care. Case has been treated at the orthopedics hospital for hip dysplasia since 2011. He underwent a procedure called periacetabular osteotomy, which is a surgery that changes the shape of the hip joint. Since his surgery, Case has come to know and love the hospital and all of his doctors. He is a man of many talents; a star both on and off the field, excelling in football and academics. In fact, Case will be attending the prestigious Harvard University and playing football this fall.
In addition to the TV spots, the overall “Moments” campaign encompasses radio, out-of-home, digital and print advertising.
