The Ambition
Liverpool is a city built on pride. Pride in its football, its music, its culture, and iconic landmarks. But beyond the headlines, there’s another reason to be proud: Alder Hey Children’s Hospital.
Alder Hey wanted a campaign that would increase its top-of-mind awareness across the Liverpool City Region, building stronger brand love and inspiring more people to support the charity. The challenge was to move away from the usual informative and serious charity campaigns and create something personality-driven that really resonated with the region. The campaign needed to feel authentic, warm, and distinctly Scouse, while celebrating Alder Hey’s pioneering role in global paediatric healthcare and research.
The Impact
We developed ‘Proud to Make Liverpool Proud’ – a campaign rooted in the city’s pride, history, and achievements. It taps into Liverpool’s unique identity, positioning Alder Hey not just as a hospital, but as one of the region’s great icons.
At the heart of the campaign are two 30-second radio ads, voiced with warmth and authenticity, aligning Alder Hey alongside other symbols of Liverpool. The campaign celebrates the hospital as a source of local pride, connecting with the region on an emotional level.
The message is amplified across social channels with a mix of static and animated assets, designed to feel bold, memorable, and resonate with those across the region. To maximise reach, we extended the creative into email signatures and website banners, ensuring the campaign lived across every touchpoint.
By championing the city’s achievements and aligning Alder Hey as one of its greatest icons, we created a campaign that strengthens Alder Hey’s place in the region’s heart, deepens community connection, and sets the foundation for long-term awareness growth.