Best Photography (Print or Electronic Publication)

Sparrow Hospital’s photos urge you to ‘sshhh!’ in a fun way

A photography series of children encouraging hospital staff and visitors to be quiet delivers the message in a playful way.

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If someone asks you to be quiet in a hospital, would you rather that request come from a nurse or a cute little child?

The answer is obvious, and that is the genius behind Sparrow Hospital’s Quiet for You campaign, winner of the Best Photography category in Ragan’s Health Care PR and Marketing Awards for 2012.

The hospital team’s goal was to reduce noise and promote a quiet, healing environment for patients. Rather than issue a terse command, the team turned to children to deliver the message in a fun and playful way.

Caregivers were asked to submit photos of children and grandchildren ages 4 to 9. More than 130 caregivers submitted hundreds of photos during a two-week window.

A dozen models were then chosen to be photographed displaying the universal signal to be quiet: “sshhh.”

The photos were created for internal use (those signs feature the “Quiet for Patients” slogan) and external use (Quiet for You). The photography series was used for wall displays, flyers, postcard-size signs, and computer wallpaper, and reflects the hospital’s cultural diversity.

Word of mouth has been tremendous, reports the marketing team. Other health systems nationwide have contacted Sparrow about duplicating the campaign. We don’t blame them.

These wonderful photos are pleasant to look at, deliver the intended message, and put a smile on your face.

We congratulate the team that collaborated on the winning effort: Neha Beniwal, John Foren, Melissa Jegla, Kyla King, and Wendi Ooten.


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