Children's of Alabama needed to make a statement and distinguish themselves as the place to go for the best pediatric medical care available in Alabama and the southeast. The campaign message served to remind patient families that Children's is "here" if and when they need them. It also communicated that the doctors, nurses and staff are "here" for the needs of the patients and families – physically and emotionally. The message also doubled as an internal mantra for employees as a way to show their pride for being part of such a great organization.