Children’s National Medical Center in Washington, DC is one of the nation’s top-ranked hospitals, treating thousands of children each year. Its fundraising arm, the Children’s National Medical Center Foundation, supports the vital role the hospital plays in improving the health of children in the nation’s capital, across the country, and around the world.
The Foundation sends out a yearly annual report to their top donors, as a way of thanking them for support, reinforcing the tremendous impact their donations have made, and encouraging them to continue giving. Every year we design the annual report for donors, and this year, we decided to take a more ambitious approach, using a cut paper technique—a childlike, but artful (and quite complex) craft that would make anyone stop and take a second look. The poster depicts a world straight out of a kid’s imagination, and the accompanying copy thanks the donors for making it possible for kids to dream big. The poster was received with a great deal of excitement, which made cutting out and assembling over 500 individual paper pieces well worth the effort.
Title: Children’s National Medical Center Donor Annual Report
Client: Children’s National Medical Center
Design Firm: Levine & Associates
Design Team: Design Director: Marco Javier; Designer: Greg Sitzmann
We took a publication that would ordinarily be thrown away and turned it into a piece that has longevity as a work of art hanging on the wall.
This annual report doesn’t end up buried on some executive’s desk—it is meant to be displayed in company break rooms and common areas, where everyone can see it. Our goal was to create a poster that would capture people’s attention and make them feel good about donating to such a worthy cause: giving all children the absolute best medical care, regardless of their parents’ ability to pay.
The annual report helped to reinforce the Children’s brand with the biggest donors, creating a great deal of buzz around the good work accomplished by the hospital and encouraging donors to continue to give.
The annual report doubles as a poster, creating a longer life for a piece that would ordinarily be tossed away. The report unfolds to 27×36 inches, a size perfect for hanging on the wall and getting noticed. The front side contains all of the intro copy, financials, inspiring stories, and donor information, while the back contains the artwork.
Rather than going the traditional route (showing images of cute kids) we decided to channel our own youths and capture the essence of what it means to be a child. We wanted to make people reflect on the benefits of what they were really giving: a chance for kids to live normal, happy lives. The cut paper was both childlike and sophisticated, the perfect medium for the subject matter and the adult donor audience.
Each small piece of the landscape (from the stripes on the little biplane, down to the lady bug’s eyeball) was painstakingly cut out by hand from sheets of brightly colored paper. Each element and character was put together and mounted at varying heights on a large surface, in an elaborate paper sculpture.
Our work with Children’s National Medical Center Foundation has been some of our most rewarding work. The hospital strongly believes in providing the same top level of care to children whose families lack health insurance and do not qualify for Medicaid, that every child who is medically eligible for our care should have access to it, regardless of their family’s ability to pay. Helping them to raise money to give kids access to this kind of care is a job that we happily undertake.