The objective of this campaign was to increase overall brand awareness, preference and initial trial for Banner Children’s Hospital through focusing on emergency services. Prior focus groups showed awareness levels were very low. In fact, most residents with children were completely unaware of the hospital. The campaign positioned Banner Children’s Hospital as an outstanding pediatric ER with impressive services, technology and caring, kid-friendly staff. The media strategy included television, print, online, outdoor, cinema and radio advertising. This campaign ran from June through November. Advertising awareness of Banner Children’s Hospital increased 5%. Preference for Banner Children’s increased 4% in the same period. Prior to the campaign, there had been a decrease in ER volume. After the campaign the increases were as follows: June 8%, July 2.5%, August 8%, September 10.5%, October 18.5%, November 19%.