CHOC, Go Kid, Go.

Brand positioning / campaign development / creative direction / Ambient Media / social instigation / web / print

CHOC is one of the nations pre-eminant children’s hospitals. With accolades, success stories, breakthroughs and national recognition, the only thing CHOC might be able to say it was missing was a community groundswell of support and appreciation from their own backyard. But with a new capital campaign coming, they wanted to change that, and get their story out into the immediate community.


The “Go Kid, Go” campaign presented several CHOC stories. Stories about the kids of CHOC who were overcoming titanic levels of adversity just so they could, some day, go home, and be a kid again.

Through print and a uniquely and engaging out of home campaign, we created a way for CHOC to get their story out, and to engage it’s community; the families of Orange County.

We shared stories about the kids and what their passion was- sports, a favorite movie or toy, dressing up, using their imagination… etc., and within that story, what efforts and accomplishments CHOC was doing to make sure they could return to a normal life where they could enjoy those activities again.

As a way to activate support, each unique outdoor installation presented text messaging number and #GoKidGo so that the community people could share messages of support to each CHOC patient after learning their stories. Posts would be collected and presented on a community page of the CHOC website.