“Like Coke or Pepsi”

Before we even began to conceptualize the Employment Brand, CHB challenged us to come up with a solution that would have iconic recall in the same way that a Coke or Pepsi campaign might have in the marketplace. Fortunately, that’s exactly where we wanted to go.

That said, what could be more iconic for “children” than toys. And what would convey dominance better than “big toys.” So, we turned Boston – and for that matter, the world – into Children’s giant-sized playground.

How does that translate into recruitment? Well, when you’re Children’s Hospital Boston with the resources and reputation that put you on top, it’s a natural – “Do Big Things!”

“Build Us An Image”

NAS conceived of a multi-tiered strategic employment communications program that led off with gargantuan toys in Boston landscapes. These toys would become synonymous with Children’s and would affirm a larger-than-life status for CHB amongst its competitors.