Rady Children's Health

Humanizing pediatric research to inspire belief

For more than twenty years, the CHOC Research Institute has advanced pediatric care through groundbreaking research. Red Door helped bring this work to life with a multi-channel campaign that built awareness, strengthened engagement, and positioned CHOC as a leader in pediatric research.

Industry

Healthcare

Channels

Brand Strategy & Creative

Paid Media

Explore the partnership

The Opportunity

Despite decades of innovation, the CHOC Research Institute faced low awareness and limited differentiation among donors, advocates, and research partners. These audiences needed clearer proof of impact and a stronger emotional connection to engage.

The Insight

Rather than leading with facilities or credentials, we saw an opportunity to spotlight CHOC’s “bedside-to-bedside” approach. By showing how research directly improves children’s lives, CHOC could turn complex science into a human story of hope.

Centering research around real stories

The long-form video grounded CHOC’s research mission in lived experience. By following a real patient’s journey, the story connected scientific discovery to meaningful outcomes.

Campaign Strategy

Defining a message that goes beyond research

We developed a fully integrated campaign anchored in a single, unifying idea: CHOC Research goes beyond current limits to solve rare and complex health challenges for each child. This platform created consistency across every touchpoint, ensuring that each channel reinforced the same message. From audience segmentation to media planning, the strategy aligned consumer and professional outreach, enabling CHOC to reach families, donors, and research partners with clarity and purpose.

Man in dark blue suit and glasses looks upward toward a sunlit hospital building facade.

Creative and Production

Bringing research to life through human storytelling

To make the campaign emotionally resonant, we centered the creative on a real patient story. Liliana’s journey became the narrative thread that connected research, treatment, and outcome. Red Door led concepting, scripting, and production in partnership with Paradeigm Films, capturing authentic moments between clinicians and patients during a two-day shoot. The resulting hero video served as the emotional core of the campaign, translating complex research into a relatable and compelling story.

Young woman laughs with a friend in glasses at golden hour, warm sun flaring behind them.

Layout of CHOC Research planning deck pages showing visual direction, interview questions, and storyboard frames.

Behind-the-scenes of a video interview shoot in a conference room with camera, softbox light, and boom mic.

Camera monitor displays a woman in a red jacket being filmed seated in a library setting.

Young child with a nasal cannula smiles softly at the camera in a hospital setting.

Female researcher in white coat and blue gloves works at a teal-lit lab bench with reagents and pipettes.

Two women share a warm embrace outdoors, one smiling brightly over the other's shoulder.

Paid Media Activation

Extending impact through targeted amplification

We activated the campaign across a targeted mix of digital channels to reach families, donors, and research partners. The hero film was supported by a series of shorter cutdown videos, allowing the story to scale across formats and platforms. Together, these assets worked within a cohesive ecosystem to expand visibility, reinforce the core message, and drive meaningful engagement with CHOC Research.

CHOC Research campaign mockup with phone showing interview clip overlaid on a sunlit couple, plus thumbnail row.

Gloved finger points at cell imagery on an EVOS M5000 microscope screen bathed in blue light.

Key Metrics

Delivering measurable growth in awareness and engagement

Within the first three months, the integrated campaign drove strong performance across reach, engagement, and search behavior, delivering early, measurable gains in awareness and audience interest.

12.9M+