St. Pat’s NICU, Montana

In an effort to support ongoing strategic growth, Providence St. Patrick Hospital in Missoula, Montana, expanded its popular Family Maternity Center to include a level II neonatal intensive care unit (NICU).

As we set out to advertise the new service, the creative approach leaned into the whimsical, so as to emphasize labor and delivery as positive. The messaging was meant to be uplifting, anticipatory and celebratory: this is a natural and positive time, but if your little love decides to make their debut early, you’ll get the best and necessary care with our neonatologist and level II NICU.