In an effort to support ongoing strategic growth, St. Pat’s expanded it’s popular Family Maternity Center to include a level II NICU. As we set out to advertise the new service, I chose a creative approach that is whimsical so as not to frighten a mom-to-be. We landed on a message that says “this is going to be a fun and positive life-experience, but if your little love decides to make their debut early, we’ve got you covered with our neonatologist and level II NICU care.”