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Investing in America's Future,
One Glenny at a Time

For more than 20 years, the Children’s Health Fund, founded by pediatrician/child advocate Dr. Irwin Redlener and songwriter/ singer Paul Simon, has brought health care to America’s most vulnerable children around the country via its mobile units.

With the extension of SCHIP and pending House reform legislation, Children’s Health Fund recognized the need to increase awareness that many American children still did not have access to the health care they deserve and that their work would, in fact, become more relevant (not less so) after health reform passed.

The Children's Health Fund had traditionally focused their communications on the problem of underserved children. The potential belief that, “because all children would be covered they would automatically have access to care and be healthier,” would lead many to believe the problem was solved. A new approach emphasizing their innovative model to addressing emerging health needs was developed and the benefits were expanded to include their work in policy and domestic disaster relief. We needed to tell their story differently and tell it to more audiences.

The Children's Health Fund approached us to help them with this challenge. We reframed their message to focus on the inspirational overcoming of the issue, versus the problem and the suffering. As we identified the positioning and designed the tagline, we integrated their key role in that overcoming, “Children’s Health Fund: Investing in America. One Child at a Time.”

We communicated this updated messaging through a variety of media, including a print and radio advertising campaign featuring Paul Simon and Jane Pauley, the Children's Health Fund's annual report, and their website.

Credit: Eric Korte