St. Francis Medical Center is a not-for-profit hospital servicing the Southern California community and located in Lynwood, CA. This prestigious and renown medical facility often, however, unintentionally alienated or intimated many of the families in the surrounding area by its sheer towering presence of reflective glass and steel, thus many lower income families assumed St. Francis wasn’t affordable or appropriate for them, especially when it came to
SFMC hired EDG to develop the “Sweet Beginnings” or in Spanish, “Dulce Comienzo” campaign to appeal to a broad range of mother’s-to-be from lower to middle income and up. The campaign expresses that St. Francis has been there from the very beginning and cares deeply about the health for their family and families to be. This branding campaign started with a lovable and compassionate photo of 5 babies together of different ethnicities with messaging in both English and Spanish. Bright and bold colors and graphics adorned everything from their gift baskets, maternity and parenting pre-registration forms, multi-fold brochures, class schedules, gift cards, book marks, folders, as well as the web page header. Finally, a Sweet Beginnings interactive printed calendar was designed for the mother-to-be, encouraging her to track her status during her pregnancy with cute stickers and areas for notes and dates. All in all, this campaign succeeded by bringing in an overwhelming community response of new mothers, their families and the community. Through the collaboration of SFMC’s physicians, nurses, and entire health care team, they are on our way to reaching their goal by joining the more than 19,000 “Baby Friendly” hospitals and birthing centers worldwide.