Children’s Wisconsin: Every Child Is a Big Thing To Us
Campaign Snapshot
Campaign Platform: Every Child Is a Big Thing to Us
Client: Children’s Wisconsin
Agency: CMRignite
Overview
Children’s Wisconsin partnered with CMRignite to drive awareness of its primary care services and strengthen its position as a trusted, go to option for pediatric primary care across the state. The campaign combined insight led messaging with bold creative to connect with families across Wisconsin through a cohesive multi channel rollout.
The Challenge
Families have trusted Children’s Wisconsin for specialized care since 1894, but many didn’t know about their primary care services. The challenge was to expand awareness and shift perception so families could see Children’s Wisconsin as more than specialty care and consider them a first choice for everyday pediatric care.
Our Approach
Our goal was to make Children’s Wisconsin the first choice for primary care. Our research, social, and creative teams collaborated to create the cohesive Every Child Is a Big Thing to Us campaign, designed to feel authentic and relatable across multiple audiences and family experiences.
Key Messaging
We emphasized authenticity and captured every stage of childhood, ensuring families knew that exceptional care starts at Children’s Wisconsin.
Deliverables
The campaign launched with a full creative system across key touchpoints, including:
- Hero commercial
- Social post creative
- Poster and ad executions
- Direct mailer
Results
The campaign delivered strong reach and engagement outcomes:
- 26 million video views
- 190K+ clicks to the Children’s Wisconsin primary care landing page
- 90% of people surveyed felt motivated to learn more
- 77% of people surveyed wanted to explore services
Recognition
CMRignite’s work with Children’s Wisconsin earned a Platinum Hermes Creative Award, recognizing the strength of the creative approach and the campaign’s impact. The campaign helped position Children’s Wisconsin as the go to choice for pediatric primary care, combining bold creative with powerful insights to connect with families across Wisconsin.
My Role: Senior Art Director, CMRignite
I contributed to the creative development and design execution across the campaign system, supporting the hero video direction and translating the campaign concept into cohesive assets across social and print deliverables.