Here’s an uplifting holiday story about a unique campaign that benefits a good cause.
The interactive, multimedia fundraising effort is for Children’s National Hospital, one of the nation’s top six children’s hospitals, and it’s called “Light Up Dr. Bear.” The award-winning advertising and marketing services agency SmithGifford, located in Falls Church, VA, created the innovative campaign.
“Light Up Dr. Bear” is a reprise of last year’s initiative and represents a complex effort with lots of moving parts behind the scenes. The campaign features more than 300 “Dr. Bear” figures strategically placed in heavily trafficked areas like town centers and shopping malls throughout the metropolitan Washington, D.C., region and, at the hospital, its community clinics and outpatient centers. Modeled after Children’s National’s iconic mascot, Dr. Bear, the installation continues to brighten the days of patients and their families by letting them know the community is thinking of them.
Throughout the season, all the bears will light up simultaneously whenever a donor makes a donation. The donation triggers a light emitting diode (LED) transferred to each bear via an Internet-of-Things managed cloud platform. The LED lit bears exist on an Internet-of-Things (IoT) managed cloud platform that creates an interconnected system allowing all bears on the network to light up simultaneously when a donation is given through the appropriate URL. This provides the children in hospital and the donors alike a physical manifestation of the gift given, through a spectacular region wide light show.
The campaign also includes TV spots, print, digital, out-of-home, social media and experiential/event elements. It will run through January 6th, supporting Children’s National Hospital in its efforts to find new treatments and cures, fuel groundbreaking research and provide world-class care to every child, no matter what.
SmithGifford is a Capitol Communicator sponsor.