Royal Manchester Children's Hospital Every Child Counts | Clapboard Ad Archive

Every Child Counts

Description

Launched in the United Kingdom in January 2020, the Every Child Counts campaign was developed for Royal Manchester Children's Hospital by the renowned agency TBWA. This compelling content-driven initiative highlights the exceptional qualities that make the hospital a place of hope and healing. By collaborating with poet Tony Walsh, the campaign creates a heartfelt narrative that celebrates the dedication of the hospital's fantastic staff, the unwavering support of its community, the bravery of its young patients, and the strength of their families and friends. Through a single powerful media asset, the campaign invites viewers to witness the hospital’s unique environment, emphasizing the importance of every child’s health journey and the collective effort required to make a meaningful difference. Positioned within the Health, Professional Services, and Public Interest sectors, this campaign not only raises awareness but also fosters community engagement and solidarity. By driving audiences to engage with the story at rmcheverychildcounts.org.uk, it amplifies the message of care, resilience, and support central to the hospital’s mission. Every Child Counts functions as both an emotional appeal and a call to action, urging the public to stand with the hospital in its commitment to transforming children’s lives through compassionate care and dedicated service. This strategic and empathetic approach to storytelling effectively strengthens the brand’s visibility and reinforces its role as a vital institution within the healthcare landscape.

Credits

Client

Royal Manchester Children's Hospital

Agency

TBWA\MCR, UK

Campaign Proposition

The "Every Child Counts" campaign by Royal Manchester Children's Hospital, launched in the UK in 2020, articulates a brand proposition centered on community, care, and commitment. By highlighting the collaborative effort of staff, supporters, patients, and families, the campaign promises a holistic, compassionate healthcare environment where every individual’s contribution and experience matter. This narrative approach emphasizes the hospital as not just a medical institution but a united community focused on the well-being and resilience of children. Strategically, the campaign employs a narrative genre to build an emotional connection by showcasing authentic stories and voices through the collaboration with poet Tony Walsh. This creative angle leverages storytelling to humanize the hospital’s work, making the institution’s operational excellence relatable and tangible. By focusing on the collective efforts behind the hospital’s impact, the campaign taps into a sense of shared responsibility and pride, appealing to a broad audience that includes current and potential patients, families, healthcare professionals, and community supporters. The choice to use content marketing, paired with a strong online presence and accessible storytelling, aligns with the target demographic’s media consumption habits, delivering a message that is both heartfelt and credible within the healthcare context.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. ‘Every Child Counts’ features Tony Walsh, a well-known poet in the UK, as a central figure teaming up with the hospital to showcase its special qualities. The campaign’s description highlights this celebrity collaboration (“We’ve teamed up with Tony Walsh…”), suggesting his persona and narrative style are used to add emotional resonance and memorability. Rather than following a story arc centered on a specific problem or resolution, the campaign leverages Tony Walsh’s recognizability and credibility to unite messages about staff, supporters, and patients—typical of the Ongoing Characters or Celebrities device, where a public figure helps drive home the brand’s values and appeal across varied vignettes.