The state’s only hospital exclusively for children was losing market share to health care facilities for grown-ups. Philanthropy was also down and essential State funding was threatened. It was a code red. In response, CK repositioned the hospital as “Connecticut Children’s” and launched a campaign to remind all audiences just how critical it is to have a hospital exclusively for children. The campaign helped revive the brand, elevate awareness among parents and referring physicians and garnering greater support from donors and legislators.