TOLEDO, OH — Hart and Children’s Minnesota have earned a Gold Aster Award for their breakthrough TikTok ad series, part of the hospital’s award-winning “Raise ’Em Up” brand campaign.
Part of the campaign ran as a TikTok paid media effort and marked Children’s Minnesota’s first entry into advertising on the platform – and it delivered big on both storytelling and results.
But it wasn’t just creative innovation that led to this win. It was the strategy behind the endeavor.
It’s no secret that trust plays a pivotal role in how families choose healthcare providers. Yet Hart’s competitive review revealed that few regional players had claimed that territory in a meaningful way. Most leaned heavily into clinical expertise or expressions of compassion—both important, but neither directly addressed the emotional calculus parents face when making decisions about their child’s care.
Our insights uncovered a deeper truth: many American parents quietly carry the weight of guilt—wondering if they’re making the right choices, doing enough, or finding the best care for their children. This ever-present self-doubt creates a unique emotional tension, especially when navigating health decisions.
That tension became a clear opportunity. We positioned Children’s Minnesota as a reassuring partner—a brand that not only delivers exceptional care but also understands the emotional burden parents bear. By leaning into empathy and validation, we aimed to give parents what they need most: confidence in their decisions. This brand strategy didn’t just build affinity—it built trust, by meeting parents where they are emotionally and reassuring them that they’re not alone.
“Our audience research made it clear that trust could be the differentiator for Children’s Minnesota,” said Anna Crociata, VP and director of integrated media and measurement at Hart. “And video – especially on emotionally driven, mobile-first platforms like TikTok – was the perfect medium through which to activate it.”
The award-winning series was developed to deliver that message in a modern, authentic way. Assets included videos ranging in length from 0:08 to 0:31. The campaign focused on stories and visuals that fostered emotional connections with parents navigating vulnerable moments.
And the results spoke volumes, with a 6x increase in ad engagement and a new campaign high for brand image survey score.
“This campaign shows what happens when smart strategy and creativity collide,” said Hart President Marc Paulenich. “We’re honored to be recognized – and even more grateful for the trust Children’s Minnesota placed in us to bring this story to life.”
The Aster Awards recognize excellence in healthcare marketing and advertising. Hart’s Gold win in the Social Media Campaign category reflects the growing power of thoughtful, strategic work on modern platforms.
About Hart
Hart is a full-service, independent brand transformation agency that creates growth for middle-market companies in the new experience economy. Hart's promise of Every Day Greater™ is an outgrowth of the agency's distinctive capability to move audiences from apathy to advocacy by designing and deploying empowering, unified brand experiences. Established in 1965 and headquartered in Toledo, Ohio, with offices in Columbus, Ohio, Detroit and Washington, D.C., Hart partners with B2C and B2B brands across industries to unlock clarity, amplify purpose and create momentum. Learn more at hartinc.com.
