'Watch Me' Campaign Earns Regional EMMY® Award
For almost two years, Shriners Children’s patients have implored the public to Watch Me, in commercials airing throughout the United States – "watch me" play football, dance, surf, swim, cheer, play basketball and more. That powerful message was launched in 2021 to motivate parents to choose the life-changing care of Shriners Children’s.
It’s a message so powerful that it was recognized for its excellence during the 46th annual Mid-America Regional EMMY awards on October 29, 2022. The Mid-America Regional EMMY Awards, presented by the National Academy of Television Arts & Sciences, recognizes broadcast talent within 15 designated market areas.
The concept for the Watch Me campaign is to highlight Shriners Children’s life-changing care through the simple, celebratory activities children might have thought impossible before their care at Shriners Children’s.
The spots showcase Shriners Children’s as a leader in pediatric care through a poetic script that highlights a patient’s story and their positive outcome, and ends with the child saying emphatically, “Watch Me.”
“Whether their child has medical needs or not, every parent can relate to that moment when a child is proud of something they’ve accomplished, and wants their parent to ‘watch them’ succeed,” said McMichael. “This campaign really captures the essence of that through real patient stories and communicates how Shriners Children’s is an integral part in helping kids with medical needs, just be kids.”
The children shown in the spots are actual, current patients of Shriners Children’s – not professional actors.
The Watch Me - Gridiron spot, which earned the EMMY award, features Parker, one of Shriners Children’s current national patient ambassadors, who suffered a leg amputation after a traumatic car accident. Thanks to the care and specialized prosthetic device he received from Shriners Children’s, Parker is now back to playing the sports he loves and is featured playing football in the commercial.
“This campaign is successful because BAM was able to showcase how patient care at the nonprofit healthcare system goes beyond a patient's immediate medical needs,” said Mel Bower, chief marketing and communications officer.
“The Watch Me campaign demonstrates an act that happens every day across our healthcare system,” said Bower. “BAM Marketing Agency was able to capture the spirit of what we do at Shriners Children’s in such a powerful way. We are grateful that we have found a marketing partner that understands our depth and our mission. We’re excited to see what the future holds for our patient acquisition marketing efforts.”
The comprehensive campaign included eight total TV spots highlighting Shriners Children’s specialized pediatric care in orthopedics, scoliosis treatment, orthotics and prosthetics, sports injury, cleft lip and palate, and burns. Print, digital, outdoor, transit graphics and extensive social media efforts were also components of the broader campaign. BAM Marketing Agency was responsible for every element of the Watch Me campaign from inception to production. This included ideation, scriptwriting, talent casting, filming, editing, art direction, social media development and media distribution.
“At BAM, we’re always focused on bringing the best creative work and media distribution forward for our clients,” said Bonni Burns, CEO and founder of BAM Marketing Agency. “Shriners Children's makes what we do for them easier through their mission, their patients and their stories, and we are thrilled to be recognized for the quality work of our very talented creative team.”
In addition to the award-winning Gridiron spot, two other spots in the campaign were also nominated for regional EMMY in the same category of Commercial – Single Spot: Showtime featuring a patient who had received cleft lip and palate treatment, and Grace featuring a ballerina who had spinal fusion for scoliosis.
To date, the Watch Me campaign created by BAM has received acclaim for creative excellence with 24 total awards, including The Creativity International Awards, The Tellys, American Advertising Awards, The Healthcare Ad Awards and the Mid-America EMMYs.
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