Schuyler Vanden Bergh

Children’s Hospital of Orange County (CHOC) had a major brand awareness problem. While it was considered one of the top children’s hospitals in Southern California, it was overshadowed by local competitors like Children’s Hospital of Los Angeles. And outspent by out-of-state rivals like Saint Jude. To compound the problem, everyone in the market was touting their medical excellence, leading to a sea of sameness throughout the category. We needed to look beyond the awards to truly differentiate CHOC from the rest. “Long Live Childhood” captured the essence of CHOC, embodying the spirit of its nurses, doctors, specialists, administrators and volunteers, who are committed to ensuring the magic of childhood remains alive and well.