2. "Aaron/Alyssa/Finton/Matthew"

by Zack Budryk

Healthcare organization: Ann & Robert H. Lurie Children's Hospital of Chicago
Format: Video, visual/print, text, audio

Highlighting individual patients' stories is even more effective when children are involved, as demonstrated by this campaign, which features a print component (clever ads touting the hospital's services as "head and shoulders above the rest"), videos of the patients' stories (for instance, Aaron underwent treatment for spina bifida at the hospital) and, perhaps most helpfully, links to the hospital's programs for each child's respective medical issue. This intersection of the "real stories" approach and marketing that explains exactly how the service affects the viewer is tremendously effective.

2. "Aaron/Alyssa/Finton/Matthew"