REINVENTING A TIMELESS POEM FOR A TIMELY MESSAGE.
REINVENTING A TIMELESS POEM FOR A TIMELY MESSAGE.
During the holiday season, people are overwhelmed with events, to-do lists, and a flood of fundraising initiatives looking to tap into the spirit of giving. As the only full-service paediatric hospital in the province, BC Children’s Hospital (BCCH) wanted to remind people of the importance of supporting the research, clinical trials, and medical staff that ensure children with serious illnesses get the world-class care they need. This left us with a huge challenge: how do we make BCCH stand out amidst a cluttered holiday media landscape?
Instead of trying to separate our message from Christmas, we decided to steer into the holiday spirit by giving new meaning to a timeless Christmas tradition — the reading of Clement Clarke Moores’ classic poem, “Twas the Night Before Christmas.” We created a video that paired each line of the poem with a related service or moment at the BCCH:
“stockings” were represented by IV bags, “visions of sugar plums” by a CAT scan, and “Saint Nicholas” was represented by the hospital’s medical team. The poem was completely unaltered from its original form, but its message of holiday magic was expanded to include the hope, compassion and dedication of BCCH.
The video was posted to BCCH’s social channels 4 weeks before Christmas Eve and, over the course of the holiday season, was viewed over 65,000 times. It inspired people to share BCCH’s story, post their personal experiences with the hospital, and give a gift that truly mattered — a donation to the BCCH.
Marketing Awards bronze
The idea
Share BC Children’s Hospital’s message of hope using a timeless Christmas tradition.
Behind the scenes
All of the children featured in the video were patients at the hospital, which enabled us to put the spotlight on the real heroes of BCCH — the kids.
End of the line
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