BirthRight by Rainbow Hospitals specialises in high-risk pregnancies. But the brief wasn't just to reach high-risk patients. It was to make every expecting mother choose BirthRight from the moment she found out she was pregnant.
There was a real cultural barrier in the way. No one wants to walk into a hospital that signals risk. Choosing a high-risk specialist feels like admitting something might go wrong, and no pregnant woman wants to imagine that. So most women defaulted to general hospitals, even when BirthRight was the better choice.
The insight: if BirthRight handles the hardest cases and wins, there is no safer place to have a baby. The specialisation wasn't a warning. It was proof of care.
We photographed newborns as superheroes. The copy did the rest: "A baby for you. A superhuman for us." For standard deliveries: "A normal delivery for you. A super proud moment for us."
The campaign worked on both audiences at once. For high-risk families, it said: " We have fought this battle before, and we have won it. For everyone else, it said: " This is simply where the best care lives.
There was a real cultural barrier in the way. No one wants to walk into a hospital that signals risk. Choosing a high-risk specialist feels like admitting something might go wrong, and no pregnant woman wants to imagine that. So most women defaulted to general hospitals, even when BirthRight was the better choice.
The insight: if BirthRight handles the hardest cases and wins, there is no safer place to have a baby. The specialisation wasn't a warning. It was proof of care.
We photographed newborns as superheroes. The copy did the rest: "A baby for you. A superhuman for us." For standard deliveries: "A normal delivery for you. A super proud moment for us."
The campaign worked on both audiences at once. For high-risk families, it said: " We have fought this battle before, and we have won it. For everyone else, it said: " This is simply where the best care lives.
Hospital Brochure
This is an unreleased project. The images used are not my own. They were supposed to be shot.
