A Story ONLY St. Louis Children’s Can Tell

Most major cities have one pediatric hospital. St. Louis has three – and parents in the region don’t really understand what makes one a better solution than the others. The team at St. Louis Children’s came to Cannonball to help differentiate the brand, with a secondary objective of raising Children’s reputation as a world-class destination for academic research and pediatric treatment.

One Word Says It All

Cannonball quickly discovered that there were almost too many reasons-to-believe that would differentiate St. Louis Children’s in the hearts and minds of parents – an extensive list of rankings, discoveries, treatments, specialties, technologies, community programs, innovations and touching patient stories that no other pediatric hospital in the region (and few around the globe) can claim.

Our creative breakthrough was that the best way to tell this long, impressive story was through a single word: ONLY. This one word encapsulates everything we want people to think about St. Louis Children’s.

The campaign launched through bold creative, serving as a vibrant, positive and inspiring reflection of the world-class discoveries, cares and stories ONLY happening at St. Louis Children’s.

Making An Early Impact

ONLY is in its first year, but it is already exceeding expectations in initial digital reports.




(very high compared to industry benchmarks of 50%)


(3,750,000 anticipated total impressions)



(above industry standard of .05-.10%)