Alder Hey Children’s Charity has partnered with Liverpool-based advertising agency Poke Marketing to launch a new city-wide initiative. The campaign, titled “Proud to make Liverpool Proud,” aims to celebrate the world-renowned children’s hospital and solidify its position as a key source of civic pride for the people of Liverpool.
The multi-platform campaign will run across radio, digital, and social media, highlighting the hospital's significant contributions to paediatric healthcare and its deep-rooted history in the city since its establishment in 1914.
Key Takeaways
- Alder Hey Children’s Charity has partnered with local agency Poke Marketing for a new campaign.
- The initiative is called “Proud to make Liverpool Proud” and aims to boost civic pride in the hospital.
- The campaign will be promoted through radio advertisements, digital content, and social media.
- It highlights Alder Hey's historical significance, including pioneering the UK's first neonatal unit.
Campaign Aims to Reinforce Hospital's Status
The central goal of the “Proud to make Liverpool Proud” campaign is to align Alder Hey with other iconic Liverpool institutions that are sources of immense local pride, such as its football clubs, music heritage, and cultural landmarks. The initiative seeks to remind residents that beyond its famous exports, the city is home to one of the world's leading children's hospitals.
Alder Hey provides care for more than 450,000 children and young people every year, making it one of the largest and busiest children's hospitals in Europe. This campaign is designed to reinforce the strong emotional connection and passion that the people of Liverpool have for the institution.
Creative Execution and Media Strategy
To deliver this message, Poke Marketing has developed a comprehensive media strategy. A key component is a 30-second radio advert created to be thought-provoking and emotionally resonant. The advert features the voice of Jay Hynd, a well-known local media personality from The Guide Liverpool, lending a familiar and trusted voice to the campaign.
Alongside the radio broadcast, a full suite of digital and social media content has been produced. These materials are designed to share stories and facts about the hospital's achievements, reaching a wide audience across various online platforms. The creative elements also reportedly include a reference to The Beatles, tying the hospital's story into the broader cultural narrative of the city.
A Legacy of Medical Innovation
Alder Hey Hospital has been a cornerstone of the Liverpool community for over a century, first opening its doors in 1914. Its history is marked by significant medical breakthroughs that have had a global impact on children's healthcare.
Spotlight on Alder Hey's Pioneering History
A significant part of the campaign focuses on educating the public about Alder Hey's long history of innovation. While many associate Liverpool with music and sport, the hospital has been responsible for numerous medical firsts that have saved countless lives.
The campaign materials highlight that Alder Hey was the site of the first clinical trials of penicillin, a revolutionary moment in modern medicine. This crucial work helped establish the effectiveness of the world's first antibiotic.
A UK First in Neonatal Care
Alder Hey was also home to the United Kingdom's very first hospital neonatal unit. This pioneering development fundamentally changed the way premature and vulnerable newborns were cared for, establishing a model that would be adopted nationwide.
The Partnership and Vision
The collaboration brings together two Liverpool-based organisations. Poke Marketing, located in the city's business district, has a history of working with prominent local and national clients. Their portfolio includes Liverpool Cathedral, Knowsley Safari Park, and Professional Liverpool, as well as national bodies like the English Football League and the National Football Museum.
Nicola Docking, the managing director and co-founder of Poke Marketing, commented on the significance of the partnership.
“Poke Marketing is more than proud to work alongside Alder Hey Children’s Hospital for this campaign. Having a world-renowned, pioneering hospital on your doorstep is something the city should always celebrate. In Liverpool, we’re known for football, music, and culture – but we should also remember and be very proud of the life-changing work happening every day at Alder Hey.”
Docking's statement underscores the campaign's core message: to elevate the hospital's profile and ensure its life-changing work is recognised as a fundamental part of Liverpool's identity and success story.