Love is the answer.

Each year, over 100,000 kids are cared for by Shriners Hospitals for Children. They take on the big stuff, the things that can really derail a child’s potential like spinal surgery, orthopedics, burns and cleft palettes. Unlike almost all of the US health system, they do it even if families can’t pay (or their insurance won’t) - no charge, no worries. But it’s not indigent care, they’re actually world-leading institutions with intense R&D facilities and award-winning industry leaders in doctoring type stuff.
How can this be so different to everything else?

We discovered the thing that makes them able to stay true to their convictions was actually pretty simple, something that is often lost in the mayhem and paperwork of modern healthcare.

It takes love.

It’s a different type of quiet, purposeful heroics born from restoration not retaliation. And it’s something that can fit into how people want to act and see themselves. As we expressed it, Shriners bring Love to the rescue™ of children each day – regardless of a family’s ability to pay. It was a message America was ready to hear.

Positioning, campaign, TV, digital, social, OOH, direct