Inside the Campaign: Nail’s ‘You Don’t Have to Be Big to Be Strong’ for Boston’s Floating Hospital for Children

The 4A’s is committed to showcasing creative work done by member agencies through its Inside the Campaign feature. Here Nail discusses how its agency helped create the “You Don’t Have to Be Big to Be Strong” campaign for Boston’s Floating Hospital for Children at Tufts Medical Center.

Campaign: “You Don’t Have to Be Big to Be Strong”

Agency: Nail

Client: Boston’s Floating Hospital for Children at Tufts Medical Center

Program Background

A new ad campaign by Nail celebrates the strength of pediatric patients at Boston’s Floating Hospital For Children at Tufts Medical Center.

“You Don’t Have to Be Big to Be Strong” uses hard-hitting, iconic imagery that brings this tagline to life. The campaign was photographed and directed by Jesse Burke (known for his “Wild and Precious” book), whose work deals with themes related to vulnerability and identity.

The work features Pediatric patients displaying their strength in and out of the hospital, from a little boy showing off his heart surgery scars in the hall of the hospital to a preemie baby in the NICU. From the most common childhood injuries to the most serious. The campaign celebrates patients from newborns to teenagers who are living proof that you don’t have to be big to be strong. Out of home and digital and social media round out the campaign.

“We learned early on that Floating Hospital is not some ivory tower operation. They are a world-class group of doctors with roll-up-the-sleeves, do what it takes attitude,” said Nail Creative Partner, Alec Beckett. “They take pride in fighting just as hard as their patients.”

“Our advertising campaign was created to remind people that the tough people in this town aren’t just the hockey players or the firemen. The toughest people are the kids that we have the privilege to treat every day,” said Laura Pierce, Manager, Public Affairs and Communications at Floating Hospital for Children at Tufts Medical Center.

Last year, Nail Communications created a manifesto video for Floating Hospital for Children at Tufts Medical Center narrated by Denis Leary. The work personified Boston’s hometown pride and reputation as a resilient and strong city and was just announced as a New England Emmy Award-finalist. The campaign was also recognized in the Lamplighter Awards (healthcare).

Credits
Creative Directors: Brian Gross, Alec Beckett – NAIL Communications

Sr. Copywriter: Rodrigo DeLima – NAIL Communications

Sr. Art Director: Bob Troutman – NAIL Communications

Production: Lizzi Weinberg, Jaki Selwyn – NAIL Communications

Photography & Direction: Jesse Burke

Cinematography: Courtney Ryan

Producer: Kate Geskos

Editor: Jack McKenna- NAIL Communications

Music: Justin Burnett