Cannes Lions

HP GIVES BACK TO BARCELONA CHILDREN’S HOSPITAL BY TAKING OFF

PORTER NOVELLI, Barcelona / HEWLET-PACKARD / 2015

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Overview

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Credits

Overview

Description

Hewlett-Packard (HP) wanted to give back to the local Barcelona community by creating something amazing with their HP Latex Technology. Together with Hospital Sant Joan de Deu – Barcelona Children’s Hospital, a corporate social responsibility plan started to take flight. The destination? The sterile and unfriendly environment of the children’s MRI and CAT scan areas. By marrying technology, design and a desire to create smiles, we were able to bring children on a magical trip into space.

From the stark, grey dressing rooms and corridors to the big machine that delivered each sick child into the unknown, HP and a team of designers worked to reimagine each and every hospital surface with engaging illustrations of stars, planets and spacemen. All of which began with a child’s journey and a story, while culminating in a “spaceship” travelling through the starry sky. In the end, the emotional connection between HP’s technology and turning a scary experience into an uplifting one, ended up being just what the doctor ordered.

The program generated nearly 2 million Euros worth of media coverage and had a powerful impact on employees, earning a place as a top-shared, liked and commented-on story on the employee intranet. But more importantly, it made a true difference in the lives of 11,000 children each year as they were delightfully transported from patient to astronaut to hero.

Execution

In preparation for our space odyssey, we made several trips to the hospital to better understand the MRI and CAT scan processes. Additionally, printing tests and final designs for each wall, door, furniture, and machine were developed to the promise of a perfect application.

In September 2014, we printed and hung images depicting the daily lives of a crew as decorations for changing rooms, corridors, the test room, even the machines, which became amazing spaceships. The truly transformative decorations are still in place as a result of the positive outcome and reaction from children, and most importantly, their smiles.

A “making-of” video was published on YouTube, and we held a hospital press conference to relay the story and unveil the transformed space, allow for interviews with HP representatives, and disseminate the key messaging surrounding the HP Latex Technology and company’s commitment to the community.

Outcome

Kids are over the moon! In addition to executing a moving CSR program that improved the lives of sick children, the project raised awareness of HP Latex Technology and what’s “possible through print.” The project earned media worth nearly 2 million Euros in advertising value in one month–impressive given the local nature of the story. News was shared 200,000 times on social media; the video earned 5,000 views on YouTube. Features were placed in two major newspapers and six television segments – with 89% mentioning HP Latex. In addition, the story had a powerful impact on employees, and is a top-shared, liked and commented-on story on the employee intranet.

Most importantly, 11,000 children annually will benefit from the space transformation. “Children are less scared and more cooperative,” said Doctor Maria Teresa Maristany, Diagnostic Imaging Manager. “Diagnostic tests have turned into a game…the hospital needs considerably less anesthetics and test repetitions.”

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