Floating Hospital for Children - Strategy and Advertising

You Don’t Have To Be Big To Be Strong

Our Strategy

Floating Hospital for Children at Tufts Medical Center lived in the shadow of the Nobel-prize winning Boston Children’s. We needed to let the market know that there was another world-class institution offering intimate, patient-centric care. 


Our first step was to write a brand manifesto and align a disjointed internal audience.  The tagline, “You don’t have to be big to be strong” was born, working both to show respect for pediatric patients and a signal that size is different than efficacy.  This started as an internal rallying cry and was edited down to become a TV/digital media campaign, with additional content and community outreach extensions added to the campaign.



Boston is a tough town. And we’re proud of it.  We take the hits. We keep going.

But even around here, there’s one group that is tougher than all of us.

One group whose battles begin sooner than they ever should.

But boy can they fight.

And every day we are filled with wonder as their courage and strength remind us that 

You don’t have to be big to be strong.

You don’t have to be old to be wise.

You don’t have to be hard to be tough.

And while it may be their fight; they will never fight it alone.

Because they are not just our patients—they are our inspiration. They smile through the pain, so we work through the night. They love without limit, so we fight without compromise.

Floating Hospital for Children

You don’t have to be big to be strong.