BAM Marketing Agency is proud to announce that its “Watch Me” Campaign won a Regional EMMY Award from the National Academy of Television Arts and Sciences at the 46th annual Mid-America Regional EMMY Awards. “Watch Me,” is an integrated multimedia patient acquisition campaign BAM Marketing Agency created for its client, Shriners Children’s. The Mid-America Regional EMMY Awards, presented by the National Academy of Television Arts & Sciences, recognizes broadcast talent within 15 designated market areas.
BAM Executive Creative Director Ryan McMichael said the concept for the “Watch Me” campaign was to highlight Shriners Children’s life-changing care through the simple, celebratory activities children might have thought impossible before their care at Shriners Children’s. The spots showcase Shriners Children’s as a leader in pediatric care through a poetic script that highlights a patient’s story and their positive outcome, and ends with the child saying emphatically, “Watch Me.”
“Whether their child has medical needs or not, every parent can relate to that moment when a child is proud of something they’ve accomplished, and wants their parent to ‘watch them’ succeed,” said McMichael. “This campaign really captures the essence of that through real patient stories and communicates how Shriners Children’s is an integral part in helping kids with medical needs, just be kids.”
The children shown in the spots are actual, current patients of Shriners Children’s – not professional actors. The “Watch Me – Gridiron” spot, which earned the EMMY award, features Parker, a Shriners Children’s patient from North Carolina, who suffered a leg amputation after a traumatic car accident. Thanks to Shriners Children’s care and the specialized prosthetic he received from them, Parker is now back to playing the sports he loves and is featured playing football in the commercial.
Mel Bower, Chief Communication and Marketing Officer with Shriners Children’s said, this campaign was successful because BAM was able to showcase how patient care at the non-profit healthcare system goes beyond a patient’s immediate medical needs.
“The ‘Watch Me’ campaign demonstrates an act that happens every day across our Shriners Children’s system,” said Bower. “BAM Marketing Agency was able to capture the spirit of what we do at Shriners Children’s in such a powerful way. We are grateful that we have found a marketing partner that understands our depth and our mission. We’re excited to see what the future holds.”
“At BAM, we’re always focused on bringing the best creative work and media distribution forward for our clients,” said Bonni Burns, CEO and Founder of BAM Marketing Agency. “Shriners Children’s makes what we do for them easier through their mission, their patients, and their stories and we are thrilled to be recognized for the quality work of our very talented creative team.”
The comprehensive campaign included eight total TV spots highlighting Shriners Children’s capabilities in orthopedics, scoliosis treatment, prosthetics, sports injury, cleft lip and palate and burn care. Print, digital, outdoor, transit graphics and extensive social media efforts were also components of the broader campaign. BAM Marketing Agency was responsible for every element of the “Watch Me” campaign from inception to production. This included ideation, scriptwriting, talent casting, filming, editing, art direction, social media development and media distribution.
In addition to the award winning “Gridiron” spot, two other spots in the campaign were also nominated for regional EMMY in the same category of Commercial – Single Spot. To date, the “Watch Me” campaign created by BAM has received acclaim for creative excellence with 24 total awards including The Creativity International Awards, The Tellys, American Advertising Awards, The Healthcare Ad Awards and the Mid-America EMMYs.
BAM Marketing Agency is a full-service marketing company located in downtown St. Louis. In its 14-year history, the company has worked with more than 100 clients and manages roughly $30 million in media and digital marketing buys annually. The company has been listed as one of St. Louis’ fastest-growing companies, and as one of the largest Women-Owned Companies by the St. Louis Business Journal for multiple years. Burns has also been recognized by iHeart Media as a 2015 Leader in the Workplace.
For more information about BAM Marketing Agency, go to www.bammarketingagency.com.
(EDITOR’S NOTE: This story also appears in the December 2022 print edition of the Illinois Business Journal.)