Seattle Children’s Campaign Scores a Win Against Children’s Cancer
// By Lisa D. Ellis //
Seattle Children’s recently scored a touchdown when it launched a new campaign called “Strong Against Cancer” to raise awareness and support for groundbreaking research that holds the potential to cure childhood cancer.
Leading the play is Seattle Seahawks quarterback Russell Wilson, who has a personal connection to Seattle Children’s and who has used his platform in a variety of ways to score real gains for this important effort.
Integrating Three Focuses into One Important Mission
One of the things that makes Seattle Children’s efforts so impressive is that it represents a coming together of three areas at Seattle Children’s organization: clinical care, the philanthropic focus, and its research capacity, all working together on the same playing field for a common mission—to raise $100 million by 2021 to further the work of Seattle Children’s immunotherapy research trials, which are making great strides in curing childhood cancer.
A Team Effort
This teamwork provides an important foundation for the Strong Against Cancer campaign launched in 2010, and really builds on the momentum that was started a few years earlier with a major rebranding effort for the organization. The rebrand helped bring three distinct areas: Hospital, foundation, and the research institute under a global Seattle Children’s brand with consistent messaging, explains Kelly Campbell, Director of Hospital Marketing and Physician Relations at Seattle Children’s.
“The new brand provided an opportunity to bring all three areas together,” Campbell says, adding that the tagline for this unified effort is “Hope. Care. Cure.” In practical terms, these three elements represent hope by raising money to pay for the research that could find the cure and provide the care needed for all children.