We didn’t need to advertise our role as the state leader in child health and safety. We needed to mobilize the people who believed in it.
We held our position as the rival moved in. A one-summer campaign became a three-year program, sponsored by a major retailer. Signs were still spotted a decade later. Not to mention, drivers slowed down and fewer kids got hurt.
A beloved NFL hero was opening a rival children’s hospital—at a time when our marketing was dark. How could we stay top of mind without looking competitive?
Yard signs protecting children became our media. Distributed by parent-teacher organizations, soccer moms, grandparents and municipalities, the signs turned communities across the state into a living campaign.
The signs also taught drivers why kids dart: until age nine, their depth perception isn’t fully developed.
