St. Louis Children’s Hospital

The Superior Patient Experience is an internal training program for St. Louis Children's Hospital. I created the brand campaign of Aiming Small and wrote the copy for the main Aim Small video that served as our campaign mantra. The driving force behind Aim Small is that when you focus on the small things, the bigger picture takes care of itself.

To kick off the program we created a video to be shown on the employee intranet, as well as on shuttles that travel to and from the hospital. The video described the compassion that the employees feel for their patients and gave words to their devotion to excellent care.

Aim Small Mantra

Experiential branding and take-aways were designed for the employees to reinforce the message as well as encourage their own involvement. The key to making the program work was having the employees take over and make it their own. This included a journal, reward pins to be handed out by employees whenever they noticed a good deed being done, as well as an online community for recording any Aim Small experiences.

Each employee would receive a puzzle piece with their name tag. Throughout the hospital would be murals that were completed as each employee added their piece to the puzzle. Once completed, the revealed message would be encouraging and in keeping with the sentiment of aiming small.