Children's Hospital Colorado ad campaign details the 'incredibly different care' kids need

Aurora-based Children's Hospital Colorado will launch a new ad campaign on Oct. 7 that educates parents about how the care their children need differs from their own.

The campaign comprises a number of PSA-like materials in which children explain how they differ from adults: from faster heartbeats to smaller blood vessels to shorter attention spans. The message throughout is that, far from being mini-adults, "kids are incredibly different; they need incredibly different care."

The ads aim to redirect the nearly 90 percent of pediatric emergency department visits that occur in non-children's hospitals, despite the fact that only 6 percent of standard emergency departments have pediatric-specific equipment, according to data cited in a release from Children's Hospital Colorado and New York City-based ad agency FIG.

"At Children's Colorado, our strategic objective is to relay the message to all parents that children are not small adults and they require special knowledge, expertise and experiences just for them, no matter the seriousness of their condition," said Charlotte Isoline, the hospital's vice president of marketing and communications. "The campaign

FIG created for us has helped us beautifully bring this message to life by empowering kids to speak for themselves and giving parents a much-needed lesson in how incredibly different they are."

The materials will be shared via TV, online streaming services, social media, print and billboards in the Denver and Colorado Springs markets. View more of the video ads here and here.

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