100% Kids Brand Campaign

Connecticut Children’s occupies a rare—and powerful—position: it is the only health system in the state dedicated entirely to pediatric care.

In Fairfield County, however, that distinction wasn’t widely known. Families often assumed pediatric care was interchangeable, unaware that Connecticut Children’s is fundamentally different.

The insight was clear: in a landscape full of “family care,” being 100% for kids isn’t a nuance—it’s a competitive advantage. And one worth shouting from the rooftops.

The big idea was simple and bold: put that truth front and center and own what no one else could—drawing a clear line between pediatric care and a health system 100% focused on kids.

Every touchpoint reinforced the same message: kids aren’t a department here, they’re everything. Distinctive, custom illustrations, compelling stats, and playful copy brought the story to life, breaking through competitor clutter with unmistakable kid-friendly energy, color, and warmth.

Layered with a high-impact, hyper-targeted media strategy, the campaign didn’t just land with Fairfield County families, it stuck.

The 100% Kids campaign helped Connecticut Children’s claim a white space no competitor could occupy. Research shows that the campaign helped increase brand awareness and attraction in the key Fairfield County market.