Challenge

Parents with kids fighting cancer had a lot of options when it came to care in the St. Louis area, since many rival local hospitals had well-established paediatric cancer care facilities.

So, St. Louis Children’s Hospital (SLCH) set its sights on not only attracting local cancer patients, but also those living farther away, but within driving distance of the hospital.

To help SLCH attract cancer patients to its Siteman Kids Cancer Center in this highly competitive environment, we needed a high-impact yet budget-friendly idea that could raise local-and-beyond awareness of their cancer care program, while underlining the child-centric approach that set the hospital apart.

Inspiration

Stakeholder interviews revealed that a bell-ringing ceremony took place each time a cancer survivor completed their chemotherapy treatment and was cleared to go home. This triumphant ritual was eagerly attended by the patient’s family, nurses, and doctors, all of whom cheered these brave kids on as they rang a golden bell signifying their cancer’s remission.

While the ceremony was something the family looked forward to, since it symbolized the end of treatment, and of an agonizing time in their child’s life, its powerful demonstration of SLCH’s distinctive child-centered approach and cancer clinic’s success was unknown beyond the hospital walls.

Idea

We set out to replicate the bell-ringing ceremony on a scale large enough for the entire city of St. Louis – and beyond – to hear.

To pull this off, with just a $70K budget, we worked with a local media company and the municipal government to produce a bell-ringing billboard that could cut through the noise of one of the busiest highways in the St. Louis area, which both locals and travelers from surrounding communities and the Midwestern states frequented.

The giant bell was programmed to ring at precisely the same time the child rang the bell in the hospital, creating a shared moment of joyful celebration for residents and visitors.

Growth

The “Remission Bellboard” helped St. Louis Children’s Hospital punch above its weight, creating a reason to choose its cancer facility and its child-first approach.

The success garnered additional investment to extend the ritual to other media.

It was recognized by multiple industry awards shows, including the Clios, Cannes, One Show and Media Innovation Awards.

Billl board with real bell and group of adults kneeling underneath it with posters saying Super Girl Avery
V3 Bell Billboard SLCH APR 09 1m47s 1
Beige wall with a bell and underneath a banner saying Congratulations Avery! Little girl with a bow in her hair, ringing the bell
Blue sky, with a billboard in the for front with a 3-D bell. Childhood wins another round against cancer.

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Awards

2019 Atomic Awards

Atomic idea & Best Print/OOH Engagement


Bronze

2018 Webby Awards

Mobile Sites & Apps - Connected Products & Wearables


Winner

2018 Obie Awards

Custom Installation


Bronze

2018 Clio Awards

OOH


Bronze

2018 Applied Arts Advertising

OOO Single


Winner

2018 The Advertising & Design Club of Canada

Ad Billboard Single


Gold

2018 The Advertising & Design Club of Canada

Experiential Single, media innovation and PR Campaign


3 Silvers

2018 Canadian Marketing Association Awards

Brand Building - Health Care


Bronze

2018 Canadian Marketing Association Awards

Consumer Experience - Health Care


Silver

2018 Canadian Marketing Association Awards

Digital & Tech - Health Care


Silver

2018 Canadian Marketing Association Awards

Interactive Media - Health Care


Gold

2018 Media Innovation Awards

Best in Experiential/Special Events/Stunts (Budget Under $100,000)


Gold

2018 Media Innovation Awards

Best in Out-of-Home/Ambient/Place-Based Media (Budget Under $100,000)


Silver

2018 Atomic Awards

Atomic Idea, Best Print/OOH Engagement


Bronze