In this project for St. Louis Children's Hospital, I worked with a group to concept and my idea was the one chosen to present to the client. I created the idea of aiming small and wrote the copy for the main Aim Small video that served as our campaign mantra. When you focus on the small things, the bigger picture takes care of itself.
To kick off the program we created a video to be shown on the employee intranet, as well as on shuttles that travel to and from the hospital. The video described the compassion that the employees feel for their patients and gave words to their devotion to excellent care.
Aim Small Mantra
I remember what it was like to be young. The world was full of questions and discovery. Why is the sky blue and what makes a rainbow? A time when just having a dip cone was the highlight of the day. When a hug could clear away any doubt or worry. When a pat on the back said more than words could. That is why I am here now. At Children’s, I can bring childhood back to children who need it most. Each smile I give, each bit of sunlight I bring into their lives is a reminder to me that there are no little things. So I aim small, because nothing has a bigger impact. I aim small, to lift up the smallest among us.
I remember what it was like to be young. The world was full of questions and discovery. Why is the sky blue and what makes a rainbow? A time when just having a dip cone was the highlight of the day. When a hug could clear away any doubt or worry. When a pat on the back said more than words could. That is why I am here now. At Children’s, I can bring childhood back to children who need it most. Each smile I give, each bit of sunlight I bring into their lives is a reminder to me that there are no little things. So I aim small, because nothing has a bigger impact. I aim small, to lift up the smallest among us.
Each employee would receive a puzzle piece with their nametag. All through out the hospital would be murals that were completed as each employee added their piece to the puzzle. Once completed, the revealed message would be encouraging and in keeping with the sentiment of aiming small.
Experiential branding and take-aways were designed for the employees to reinforce the message as well as encourage their own involvement. The key to making the program work was having the employees take over and make it there own. This included reward pins to be handed out whenever someone noticed a good deed being done, a journal, as well as an online community for recording any Aim Small experiences.
