Stanford Children's Health taps user-generated content for 'extraordinary kid' campaign

The healthcare network is emphasizing that it is the only network of care dedicated to children and expectant mothers in Northern California.

STANFORD, CA: Stanford Children’s Health is featuring user-generated videos as part of the campaign rolled out to promote its rebranding from Packard Children’s Health Alliance.

The healthcare network is emphasizing that it is the only network of care dedicated to children and expectant mothers in Northern California.

"We have a broad network across the entire Bay Area. Our Stanford pediatricians and obstetricians are closer than ever before," said Jeannine D’Addario, chief marketing and communications officer of Stanford Children’s Health.

The network’s AOR is Weber Shandwick. It is also working with Office on creative and Mediasmith on media, both from their San Francisco offices.

The campaign is running across the broadcast, print, and digital spaces. Families can also create their own video of their "extraordinary kid" at YourExtraordinaryKid.org, which can be shared across social media. 

The site features both user-generated ads as well as those created by Stanford Children’s Health that end with the phrase "extraordinary care for your extraordinary kid" flashing across the screen.

"We spent a lot of time really trying to understand who our consumer is," said D’Addario. "Our consumer really is mom, or mom-to-be. Mom makes the healthcare decisions for the family; mom is the chief healthcare officer in the household."

What the network found, D’Addario added, is that "mom" is a rich digital user as well someone who "watches TV on her own timeframe." To fit into the busy life of a mom, the network needs to be where she’s consuming content.

"We want to make sure the campaign hits hard in the digital space," said D’Addario. "Their children are amazing and resilient, no matter what the condition or situation is."

As of last week, the Lucile Packard Children’s Hospital Stanford had about 287,000 likes on Facebook and nearly 7,000 Twitter followers. 

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