Helping Seattle Children’s Find Its Voice
When Seattle Children’s asked Jim Copacino, co-founder of the Copacino + Fujikado advertising agency, to create a new campaign in 2004, his team drafted ads that included a powerful line: “Until all children are well.” Copacino liked how the language captured Seattle Children’s drive to improve care and develop cures. Then he received feedback he’ll never forget.
When Copacino presented the ads to the Family Advisory Council – a group of parents who help Seattle Children’s weigh key decisions – they told him the slogan overlooked how even the best care can’t save some children from illness and tragedy.
“It was very humbling and instructive,” Copacino says. “It’s one thing when a marketing director doesn’t like your idea – it’s another thing to look into the eyes of a parent who lost a child.”
He replaced the line with the theme “What could be more important?” For Copacino, the experience encapsulates the rewards and challenges that go along with informing the public about Seattle Children’s milestones.
“They’re transforming lives every day,” he says. “It’s the most important work I’ve ever done.”
Developing innovative campaigns
Since the early 2000s, Copacino + Fujikado has led some of Seattle Children’s most significant campaigns. This started when the agency produced commercials showcasing how Seattle Mariners stars were contributing to Seattle Children’s and brightening patients’ lives.
Copacino’s team later created the “Hope. Care. Cure.” mantra to capture how Seattle Children’s three arms – hospital, research and foundation – improve pediatric care. This has been supported by heartwarming commercials and other materials, including a video that explains how Seattle Children’s Research Institute pursues the next generation of cures.
Copacino is especially proud of his agency’s work to raise awareness of the Ben Towne Center for Childhood Cancer Research, where Dr. Michael Jensen’s team is spearheading therapies that use the immune system to eradicate cancer. Copacino and his colleagues built a campaign around the “No Radiation. No Chemo. No Cancer.” anthem. And they produced a video where the Towne family explains how they transformed the loss of their son, Ben, into a crusade to revolutionize treatment.
“They’re incredible people and it’s some of the country’s most exciting research,” Copacino says. “It has been an amazing story to tell.”
This led to a larger assignment: creating a name and identity for a long-term fundraising initiative for Seattle Children’s groundbreaking work in immunotherapy to cure childhood cancers. Copacino+Fujikado came up with Strong Against Cancer in late 2014, using Seattle Seahawks quarterback Russell Wilson as spokesperson and advocate. As of late 2015, the campaign has helped raise hundreds of thousands of dollars.
More than just a client
Copacino views this work as more than just assisting a client – he sees it as a commitment to helping children and families throughout the Northwest. That’s one reason why his agency makes regular financial contributions to Seattle Children’s and is a member of its Research Champions program. Research Champions donors help Seattle Childrens’ Research Institute pursue lifesaving discoveries.
“Seattle Children’s fills such a huge need in our community,” Copacino says. Offering financial support “is the least we could do.”