Case Study - Earned Media Overview: The Children’s Hospital Association (CHA) represents 220 children’s hospitals throughout the country to champion policies that enable its members to better serve and care for children, which were facing serious funding cuts by Congress.

Approach: To break through the noise of special interests seeking funding, JPA crafted a campaign to touch the hearts and minds of those working on Capitol Hill. The team enlisted the help of Max Page, the pint-size Darth Vader in the memorable car commercial during the 2011 Super Bowl. Max was born with a rare congenital heart defect and his story of multiple surgeries and the importance of pediatric care resonated with the press.

Results: The coverage that resulted from this campaign was incredible. We secured exclusive national coverage from CNN for a story which profiled Max and his emotional story. The program generated more than 258 million media impressions with critical messaging about CHA, pediatrician training funding, Medicaid and pediatric care issues included. We also expanded initial interest in one episode on Max Page and Family Advocacy Day (FAD) into a two-part feature on Sanjay Gupta, MD with heavy cross-promotion across CNN platforms. Finally, JPA brought the story local with coverage secured in numerous local markets identified as a priority by CHA which were Las Vegas, Jacksonville and Louisville, Ky.

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