“For Every Dream They Dare to Dream” Marks First External Expression of the Newly Combined Pediatric Health System
Rady Children’s Health (Rady Children’s) today announced the launch of its first enterprise brand campaign following the merger of the parent companies of Children’s Hospital of Orange County and Rady Children’s Hospital San Diego. As the first external expression of a shared identity shaped by the strengths, legacy and values of both institutions, the campaign marks a significant milestone for the organization. It also reinforces its commitment to advancing hope, health and healing for patients and their families.
“This campaign celebrates the shared legacy of all three Rady Children’s campuses in shaping pediatric healthcare across Southern California. It also shows who we are becoming together: one organization dedicated to improving the lives of children across the region. This is a truly transformative moment for the organization,” said Kimberly Chavalas Cripe, co-president & CEO of Rady Children’s Health.
The campaign is rooted in a core idea the organization identified through its brand development process: that even in difficult or uncertain moments, families continue to hold onto hope for their children’s futures, and pediatric health systems have a responsibility to not only deliver excellent care, but to support that sense of possibility.
That idea is reflected in the campaign tagline, “For Every Dream They Dare to Dream,” and in a 90-second brand film set to a reimagined version of “A Million Dreams” from The Greatest Showman. The film pairs moments of care inside the hospital with the futures children imagine for themselves, connecting the care they receive today with what they believe is possible ahead. The campaign reflects a shared understanding that pediatric healthcare is not only about treating illness, but about protecting possibility.
“For Every Dream They Dare to Dream’ gave us the opportunity to define a shared voice for our new organization in a way that feels both honest and hopeful,” said Rady Children’s Chief Marketing and Communications Officer Irena Boostani. “It reflects what we heard directly from patients, families, care teams and community members across the regions we serve, and we believe people will recognize their experiences in it.””
The work was informed by a nearly year-long development process that included extensive research and engagement with patients, families, clinicians and community stakeholders across both regions served by Rady Children’s. This included parent focus groups, family advisory councils, input from physicians and staff, donor perspectives, feedback from teen patients and testing across multiple creative approaches.
“We know families will never stop searching for better answers and outcomes for their children – and expect the same of their care teams,” said Patrick Frias, co-president of Rady Children’s Health. “Our new campaign reflects that shared commitment. It also reflects the compassion, expertise and innovation our teams bring to patient care every day.”
Developed in partnership with SMALL and brought to life with director Benjamin Nicolas, Pat Aldinger and Yessian Music, the campaign is designed to connect emotional meaning with a clear, differentiated brand position.
The effort also supports broader strategic priorities for the newly merged system including strengthening market awareness, supporting patient growth, attracting top talent and creating a stronger foundation for philanthropy.
Following an internal debut on April 28, designed to engage and align teams across the organization, the campaign will roll out publicly in May across digital platforms, billboards, movie theaters and more.
About Rady Children’s Health: Rady Children’s Health (RCH), a premier pediatric healthcare system in Southern California, unites the trusted expertise of Children’s Hospital of Orange County (CHOC), nationally recognized for its commitment to safe, high-quality care, and Rady Children’s Hospital San Diego, ranked among the nation’s top 10 children’s hospitals by U.S. News & World Report.
With three hospitals, a growing network of primary and specialty care centers spanning six counties, and two of the region’s Level 1 pediatric trauma centers, RCH is a trusted partner for families seeking safe, high-quality care. Building on a combined legacy of more than a century of clinical excellence, RCH is dedicated to advancing children’s health through leading-edge research, innovative treatments, and compassionate care. RCH remains steadfast in its commitment to serving its local communities while providing the benefits of an integrated organization.
