CHOI Seeds of Hope

Integrated Campaign + Art Direction

The Children’s Hospital of Illinois (CHOI) wanted to create a mail piece that would reach out to prior patients and their families who had successful, positive experiences with the hospital, and would be inclined to “pay it forward” by expressing their gratitude for the hospital through financial gifting. However, unlike most blunt fundraising pieces, the intention here was to come across in a no-pressure, “we just want to say hello” tone. 

Our solution aimed to extend the amount of contact time for CHOI to make an impression beyond a simple postcard or letter – give a person something that can’t just be tossed away. Drawing the connection between a miracle child who gets to still grow before a parent’s eyes, and the miracle of planting a tiny seed which will grow and bloom, the campaign was centered on calls to action using a seed packet and related micro-site. Using a playful, soft color palette combined with cheerful patterns and textures, each friendly card held a branded seed packet for families to come together and plant. 

A brochure was also sent later as a second touch point, bringing with it a stronger, straight-forward ask.

Note: Design was done in collaboration with client in-house team. Art Direction is our own.