Norwegian American Hospital campaign targets Hispanic, African-American & General-Market Moms.

Norwegian American Hospital has just announced the launch of its “Delivering Small Miracles” campaign, designed to build awareness of its long-standing commitment to providing the highest level of services and care through its Labor and Delivery, Special Care Nursery and Mother/Baby units.

The campaign rolled out in Chicago with a focus on public relations and advertising via billboards, geographically targeted cable television, movie theaters and non-traditional retail channels. The campaign, which targets Hispanic, African-American and General-Market moms, features the headline “Recibimos pequenos milagros todos los dias” (“Delivering small miracles every day”).

“Norwegian American Hospital has been serving Chicago’s near north side community since 1894,” said Michael J. O’Grady Jr., the hospital’s President and Chief Executive Officer. “However, the community we serve has grown tremendously and become more diverse within the last few years and so we wanted to build awareness about our dedication to primary and preventive health care and our reputation as a premier delivery hospital.”

Norwegian American Hospital tapped PACO Communications, Inc. to develop the consumer marketing campaign.

“PACO understood the challenge we faced in competing with neighboring hospitals with marketing budgets much larger than ours,” said Carmen Negron, Director of Marketing for Norwegian American Hospital. “PACO designed a campaign that incorporated stand-out creative imagery and could be delivered through unique and cost-conscious media vehicles across multiple segments with maximum impact.”

“Due to Norwegian American Hospital’s trade area, we opted for a highly targeted program using cable and non-traditional media to really weave the hospital’s message into consumers’ daily lives in unexpected ways,” said Ozzie Godinez, Vice President of Marketing and Co-Founder of PACO Communications.

Specific tactics include commercials that will run during pre-feature programs in movie theaters, advertising on pizza boxes and grocery carts, and imagery imprinted on grocery store floors. Various public relations strategies will also be employed, extending the reach of existing initiatives such as the hospital’s car seat safety checks, breast cancer screenings, diabetes wellness fairs and blood drives.

“We wanted the advertising imagery to connote Norwegian American Hospital’s commitment to compassionate community health care in a visually striking way with broad appeal among its very diverse target demographic,” said Pablo Acosta, PACO’s Chief Creative Officer and Co-Founder.

Imagery featured in the ads includes highly stylized photographs of infants, as well as doctors and nursing staff. The key objective of the imagery was to create an immediate emotional connection and position the hospital as a premier option for compassionate and high quality labor and delivery services in the neighborhood.

The campaign will run through May of 2009 and will be in both Spanish and English.