—CAUSE
Children’s Health—CLIENT
Boston Children´s HostpitalCHALLENGE
With no universal coverage for all its citizens, the American health system is highly disparate. While wealthy people can afford the optimum level of care, many from low-income areas are affected by the high costs of healthcare, and therefore miss early diagnosis and treatments, creating bigger problems in the long run.
Boston Children’s Hospital Foundation advocates for the health of children from urban poverty populations. To finance their services, infrastructure, and research, they depend on funds coming from private donations collected through different campaigns. This campaign was one of them.
OUR TAKE
We chose to tell the story of the trajectory, fields of action and the hospital’s milestones in a short video, in addition to inviting individuals and companies to donate to the cause.
Using the novel concept of a pop-up book, this child-like genre allowed us to play with a variety of narrative tools. Its graphic attributes meant complex situations could be depicted in a simple way, while the surprise factor facing every unfolding kept readers’ attention throughout. Furthermore, the entire piece’s internal movement created an optimum rhythm for the story.
THE RESULT
This video was part of a campaign that collected $1.3 billion dollars destined for children’s assistance, infrastructure, and research on cancer treatments and cardiac pathologies, among other things. It was developed with 1stAveMachine as requested by Mullen Lowe during 2016.