Our Public Service Campaign Puts Child Identity Thieves in Permanent Time-Out

Our Public Service Campaign Puts Child Identity Thieves in Permanent Time-Out

Branding | Collateral | Web design & development

Challenge

Children are 35 times more likely than adults to become victims of identity theft. But most parents aren’t aware that the threat even exists. 

The Maryland Hospital Association—the leading advocacy organization for Maryland hospitals, health systems, and patients—along with the Maryland Office of the Attorney General, the Maryland chapter of the American Academy of Pediatrics, and other state partners set out to change that.

Solution

We created a branded public service campaign—kIDsafe Maryland—to educate parents and health care providers alike on the new, but rapidly growing threat of child identity theft.

Our grassroots marketing toolkit made it easy for hospitals and physicians to share the public service message with their patients. The campaign’s website—kidsafemaryland.org—offered an educational destination for providers and parents who wanted to take the necessary steps to protect their little ones.

Big Results

100% of Maryland’s 32 birthing hospitals actively promoted the public service campaign to new moms in their patient education initiatives. Better yet, we know moms understood our message and took action; the “How to Request a Credit Freeze for Your Child” is the campaign’s most viewed webpage after the home page.

Award Highlights

National Silver Award: Patient EducationAster Awards

“As my old boss used to say, “Culture eats strategy for breakfast.” So you’re doing something very right over there.

David Simon, Group VP of Communications, California Hospital Association, Former VP of Communications, Maryland Hospital Association