CAMPAIGNS
cancer center
CAPITAL campaign Appeal
To engage the community in supporting The Outer Banks Hospital’s $6M capital campaign for the Cowell Cancer Center, I developed a suite of marketing materials that effectively communicated the need for a local, state-of-the-art cancer center. Everyone knows someone who has experienced the devastating effects of cancer, and while excellent cancer care services were available, they were spread out which caused additonal stress for patients. I edited the copy and designed the primary appeal piece, which clearly articulated the need and became a cornerstone of the campaign. Building on that design, I created supporting collateral, including smaller print pieces, pull-up banners, videos, social media content, and hosted a podcast to broaden our outreach. Stakeholders consistently praised the appeal piece as a critical driver of the campaign’s success. The Outer Banks Hospital exceeded its $6M goal, and in January 2023, the Cowell Cancer Center opened—ensuring that patients in the community could receive comprehensive cancer care under one roof.
Cancer Center Campaign Assets
This capital campaign appeal piece layed out the need and was a call to action to help raise the money for a new cancer center in the Outer Banks community. (View PDF)
The campaign utilzed story-telling to communicate not only the need for a cancer center but to underscore the excellent care already in place for cancer patients.
We produced several podcasts about the need for a cancer center. In this episode, we interviewed a well-known community influencer who served as the capital campaign chairperson. We pulled a soundbite from this episode and used it as a radio spot and a social media short to boost engagement.
PEDiATRIC SERVICES CAMPAIGN
The Outer Banks Hospital launched a pediatric surgery awareness campaign to inform the community about appendectomy and tonsillectomy services for children. To make the campaign engaging and relatable, we introduced "Sunny Our Sea Turtle," a charming cartoon character inspired by our coastal location. I directed the project, hiring an illustrator to bring Sunny to life and develop assets for marketing materials. Sunny appeared on hospital walls and in area physician practices at eye level for young patients. We also created a "passport" that included a letter from Sunny and two tickets to visit the sea turtles at the North Carolina Aquarium on Roanoke Island. Additionally, children received a plush Sunny toy in pre-op, along with the letter, providing comfort before surgery. This campaign successfully increased awareness about pediatric services at the hospital. We further partnered with the Aquarium to develop Sunny’s Activity Book, filled with coloring pages, puzzles, and educational content about sea turtle conservation. The book is distributed for free to children at local physician practices and the Aquarium, reinforcing community engagement and commitment to pediatric care.
Campaign Assets
To comfort young patients preparing for surgery, they were given a plush “Sunny” toy along with two tickets to the NC Aquarium and a letter from Sunny asking the patient to take him to visit his friends at the aquarium. (View PDF)
Sunny was incorporated into the pediatric services marketing collateral as well. I wrote and designed this brochure. (View PDF)
Partnering with the NC Aquarium educational team, we created an activity book for children that focuses on the challenges sea turtle face. The book encourages children to follow good beach etiquette so that sea turtles can thrive. (View PDF)