University of Chicago Medicine has a renowned children’s hospital, but awareness of the Comer Children’s brand was low. Both the adult and pediatric brands shared many strengths and similarities… most importantly, an unrelentless pursuit of the best in medicine, with a drive that meant they would do anything for their patients. Parents share that same mindset when it comes to their children. There is nothing they wouldn’t do for their kids. This new, breakthrough campaign, dimensionalized what relentless means when it comes to taking care of kids, while also making it clear that Comer Care = UChicago Medicine for Kids.