This Chartwell Retirement Residences campaign makes us part of your story – Jennifer uses authentic resident storytelling — Clapboard's Global Ad Archive.
Love to the Rescue, Hunter, Love to the Rescue, Caitlin, ... - Shriners Hospitals for Children | Clapboard Ad Archive
Love to the Rescue establishes Shriners Hospitals for Children as a beacon of compassion and clinical excellence in the healthcare category, leveraging the narrative prowess of Leo Burnett to spotlight the hospital’s transformative role in young lives. Launched in the United States in the Year 2013, the campaign centers on the deeply personal journeys of children like Hunter and Caitlin, using film as its core medium to evoke empathy, admiration, and support. Each spot constructs a vivid emotional arc, tracking the patient’s struggle and recovery in a manner that does more than tug at heartstrings — it positions Shriners not just as a care provider, but as an active agent of hope and healing. This is storytelling in service of trust, aligning seamlessly with what Clapboard’s taxonomy classifies as FORMAT#5—Exemplary Story, in which the brand is the linchpin to the happy resolution. True to this format, the narrative structure gives the hospital’s skills and resources a starring role, underlining the life-changing results only Shriners can deliver. As these real patients confront daunting medical challenges, the campaign amplifies resilience as its through-line, interweaving medical expertise with tender glimpses of unity between families, children, and healthcare teams. The three-part series remains highly accessible, intentionally prioritizing narrative simplicity and visual authenticity over overt dramatization, which allows the distinct personalities and real voices of the children to come forward. The work refrains from sensationalizing adversity, instead rooting its creative in the genuine optimism that defines the Shriners patient experience. Rather than focusing on abstract statistics or institutional messaging, each segment builds connection through relatable storytelling devices: candid interviews, home footage, and unscripted interactions. In doing so, Leo Burnett crafts an unmistakable brand impression that welcomes wider public advocacy and donor engagement, an important achievement for a nonprofit healthcare provider seeking both goodwill and long-term support. The campaign earns 63/100 in Clapboard’s global creative archive. As healthcare marketing continues to seek authentic ways to communicate impact, Love to the Rescue reminds the industry that there is enduring power in letting real patients’ stories elevate the brand’s promise.
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