RP3 Agency has launched the second phase of its “Grow Up Stronger” campaign for Children’s National Health System. The new work is running now and includes two TV commercials as well as Print, Digital and Social executions.

“Leading the Charge” continues the approach of last year’s commercials by speaking authentically to parents, demonstrating an understanding of what they’re going through, and offering convincing proof that Children’s National is unequivocally the best choice.

“Legacy” expands on the campaign by introducing real patients and their stories, culled from the past 70 years. Patients are presented in reverse chronological order, from oldest to youngest. “Seeing the progression play out draws the viewer in, avoids feeling overly cute or manipulative, and reinforces Children’s National’s legacy of helping kids and families in the DC area,” said RP3 Founder and Chief Creative Officer Jim Lansbury. “They represent a living, breathing version of what it truly means to Grow Up Stronger.” Extended interviews with patients will allow for a deeper level of storytelling to spur engagement in social media.

RP3, a Capitol Communicator sponsor, has been Children’s National’s Agency of Record since 2015. The “Grow Up Stronger” campaign has dramatically increased brand conviction among area parents, setting the organization up for long-term success in the changing healthcare marketplace.

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