For expectant parents, choosing where to give birth is one of life’s most important decisions. In an increasingly competitive environment for childbirth services, Cooley Dickinson Hospital in Northampton, Massachusetts wanted to raise awareness of its Childbirth Center while reinforcing its deep roots in the Pioneer Valley.
Rather than simply promoting facilities and clinical expertise, we looked for a more emotional truth: generations of local residents had begun their lives at Cooley Dickinson. That shared experience was something worth celebrating.
We created “I’m a Cooley Baby,” an integrated campaign that invited anyone born at Cooley Dickinson—whether they were a newborn or 90 years old—to proudly embrace the title and share their story.
The campaign transformed thousands of former patients into brand ambassadors through a community-wide celebration spanning social media, email, print, outdoor advertising, transit signage, events, and digital marketing. We produced “then and now” profiles of Cooley Babies of all ages, hosted photo booths at community events, encouraged families to share photos using #ImACooleyBaby, and ran online contests that kept the conversation growing.
By celebrating the lifelong connection between the hospital and the community it serves, the campaign generated enthusiasm well beyond expectant parents. It reinforced Cooley Dickinson’s reputation as a trusted place where generations of local families have welcomed new life, as it inspired the next generation of Cooley Babies to do the same.
