We got close to everyone who would be connected with the hospital: the business planners, the staff, the patients and most importantly the parents of kids who might need the service in the future. All had a say in what their hospital should be and should look like. Using this we built a brand platform and several candidate names and identities. We then invited the North East public to vote for their favourite. Each name was championed by a local personality: Kevin Keegan, Dame Tanni Grey Thompson and Lauren Laverne all recorded short videos in support of their chosen names. Region-wide awareness was created at a high profile media launch. Television, radio and press partners embraced the idea and ran editorial pieces during the month long campaign. Voting took place through a specially created website and the campaign was spread virally through email and social networking.
Voting for the new identity, as well as films advocating each name was housed on a specially created website.
The naming vote caused a splash across all the local press and TV stations
Kevin Keegan helped to introduce the public to the new name of their hospital: The Great North Children’s Hospital.
Local personalities were drawn in to help promote each name choice
