Hart, a full-service independent brand transformation agency, has won Gold at the 42nd Annual ANA REGGIE Awards for its work with Nationwide Children’s Hospital on the emotionally resonant "Light Up The Lawn. Light Up A Life.” campaign. Honored alongside campaigns for brands like Dove, Cadillac, Jägermeister and State Farm, Hart’s campaign took top honors in the Purpose, Cause or Non-Profit Marketing category at a ceremony held on May 8.
"Helping to further Nationwide’s mission is the ultimate award," said Hart President Marc Paulenich. “This campaign is a perfect proof point for our brand philosophy: that experience creates connection, connection creates action and action builds advocates."
Now in its third year, "Light Up The Lawn. Light Up A Life." connected individual donations to a dazzling holiday light show visible from hospital windows, tying public generosity directly to the patient experience. Butterfly-shaped lights – inspired by Nationwide Children’s logo – illuminated both the hospital lawn and interior spaces, turning an act of giving into a shared moment of hope for families, patients, caregivers and the community at large.
To drive engagement, Hart executed a fully integrated campaign across TV, digital, social, print and out-of-home, with emotionally compelling creative featuring real patients, families and staff. This omni-channel approach fueled a 10 percent increase over an aggressive donation goal, added 400 new donors and secured 23 corporate match partners – an impressive 12 percent year-over-year increase.
About the REGGIE Awards
Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results by "making the cash register ring" with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the "best-in-class" from the Gold category winners. It is the most honored award in the Brand Activation industry, recognized as the crème de la crème in the marketing world.
About Hart
Hart is a full-service, independent brand transformation agency with offices in Detroit, Washington, D.C., and Toledo and Columbus, Ohio. Fueled by data and creativity, we move people from apathy to advocacy through the design and deployment of empowering, unified brand experiences. We exist to move brands to better places for a better world. Together, we make Every Day Greater.
