Tuft's Floating Hospital for Children

You Don't Have to be Big to be Strong

CHALLENGE

Building awareness and consideration for a smaller pediatric hospital competing against a dominant, better-funded healthcare brand in the Boston market.

STRATEGY

Activate the underdog positioning “You Don’t Have to Be Big to Be Strong” through an emotionally driven, local, multi-channel strategy bringing the message to life in highly relevant environments for parents and families.

IMPACT

Increased awareness and preference among parents, establishing Tufts Floating Hospital as a strong, trusted pediatric care option despite limited budget and scale.