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Nationwide Children's HospitalLight up the Lawn, Light up a Life

Experiential Marketing

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Bringing an Interactive Butterfly Effect to Online Fundraising

After the disruption of the pandemic, Nationwide Children’s Hospital (NCH)—one of the largest and most comprehensive pediatric hospitals and research institutes in the United States—was seeking a way to reboot awareness of its mission and create buzz for its holiday-giving campaign in a dramatic, public way. And Goodbeast, with Ohio-based Hart Agency and Eclipse Creative, was there to help.

Teamwork really did make this dream (Fundraising project) work.

While in flight, butterflies represent optimism—a perfect symbol for a healing environment, and the reason they have such a special meaning at NCH.

Building on the iconic butterfly symbol, Hart—a full-service digital marketing and advertising agency in Toledo and Columbus, Ohio—conceived the idea, got the approval of the project, and brought in Goodbeast to help create and install a massive, outdoor interactive LED display of butterflies to light up with every online donation made.

Our team got to work building an intricate electrical system and a custom Internet-of-Things (IoT) device using Amazon Web Services (AWS) IoT Core for deployment.

The result was ‘Light Up the Lawn, Light Up a Life’—over 180 multi-colored butterfly sculptures designed to illuminate in real-time when somebody donated $10 or more. There was also a nightly interactive light show for the most important audience of all–the children in the hospital.

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Butterflies lighting up the nights in Central Ohio.
- Tim Robinson, CEO of Nationwide Children's Hospital
“We hope the ‘Light Up the Lawn, Light Up a Life’ campaign becomes a new central Ohio tradition for families everywhere.”
- Tim Robinson, CEO of Nationwide Children's Hospital
- Tim Robinson, CEO of Nationwide Children's Hospital
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“Light up the Lawn. Light Up a Life” received illuminating media coverage.
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Ranging in size from 18” to 10’, the butterflies were installed on the lawn along Livingston Avenue in front of NCH and at five community locations—Easton Town Center, John Glenn Columbus International Airport, Bridge Park in Dublin, Columbus Commons downtown, and the Short North Arts District—to create a joyful, impactful experience over the holiday season.

Some butterflies even went on tour throughout central Ohio at holiday staples like Community Tree Lightings and favorite central Ohio seasonal events, including Conservatory Aglow at Franklin Park Conservatory and Santa at the Lazarus Galleria—all interconnected with the larger NCH installation to be triggered by donations, and be lit at the same time.

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The 6- and 10-foot butterflies were available for sponsorship with various benefits for individuals or corporate benefactors.

People were able to donate from anywhere using their cellphones or laptops and watch the lawn light up via a live-stream video feed.

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