LIGHT THE WAY

Light the Way is annual fundraising campaign that supports kids on the mend at Rady Children’s Hospital during the holidays.

From presents to milestones throughout the season, festive holiday decorations and support for parents, fundraising and donations are what brings holiday magic to the hospital.

Creative
Thought

Centered around the resilience of six young patients, our campaign seamlessly blends reality and fantasy.
The graphics feature an enchanting illustration of our main hospital campus, adorned with iconic San Diego elements—palm trees, seagulls, and a bustling village, representing the heart of the city.
Our word mark, "Light the Way," takes on the form of a superhero sky signal, beckoning our target audience to be heroes for these young warriors. This unique fusion of whimsy and purpose invites you to join us in illuminating the path to healing through your generous donations.

THE KITE

We bring the iconic kite logo to life by placing a child running joyfully across the hospital grounds while skillfully guiding a vibrant kite through the sky. This  scene merges the playful essence of a kite with the backdrop of our main hospital building, symbolizing the seamless integration of care and childhood wonder.

snow globe

I've crafted a snow globe featuring the hospital, village, and the iconic kite. This creation brings the spirit of the holidays to life, providing a joyful backdrop for moments when a child isn't directly featured. The snow globe serves as a heartwarming symbol, radiating the magic of the season.

ONLINE PRESENCE

The campaign seamlessly unfolded across various digital platforms, including Instagram and Facebook, engaging audiences through compelling content and visuals. Google Ads strategically amplified the message, while featured videos on YouTube brought the narrative to life. The campaign also found its home on Rady Children's websites, creating a cohesive online presence.

stories

The inspiring stories of our six young heroes took center stage across various mediums, sharing their journeys through social media, publications, banners, and A-frames. By showcasing their paths at Rady Children's Hospital, we provided donors with a heartfelt opportunity to intimately connect with these courageous individuals.