Established in 1911, the Luskin Orthopedic Institute for Children (LuskinOIC) is dedicated exclusively to pediatric musculoskeletal orthopedics. Their core mission revolves around delivering exceptional care to patients with musculoskeletal disorders. Supported by the Luskin Orthopedic Institute for Children Foundation, LuskinOIC strives to offer care to children regardless of their financial capabilities. Through initiatives in medical education and scientific research, they aim to enhance global standards of care for all musculoskeletal patients.
The Challenge
The primary goal was to create a two-sided digital billboard with an overall height of 65 feet from base. Designed in a V-Shape to maximize visibility and public messaging opportunities, the billboard will bring income that will support 9,000 cases annually for patients. This will be balanced by the removal of two existing structures from other parts of the 110 landscaped freeway. The project required Lee Andrews Group to garner support from local community and government leaders, communicating the anticipated medical and environmental benefits that would result from the erection of the billboard.
The Strategy
While incorporating Lee Andrews Group’s prior knowledge on the community stakeholders and demographic information, the strategy was to focus on promoting LuskinOIC’s mission and benefits for the community. In order to implement the new LuskinOIC digital 2-facing signage, Lee Andrews Group engaged with multiple stakeholders and government council members to garner their support. Throughout the project, Lee Andrews Group crafted a range of deliverables tailored to the specific needs of the campaign. Materials such as bilingual communication materials, talking points, and digital sign renderings were all prepared to help assist the client with their campaign and better connect with their local communities.
The Outcome
The Lee Andrews Group's strategic planning efforts have led to the development of an agreement aimed at erecting the billboard through extensive council meetings and community engagement through:
This ongoing initiative is poised to enhance LuskinOIC's reach and patient base. With the support of Lee Andrews Group, LuskinOIC has fostered partnerships and gathered support from various government and community leaders. The project is slated to continue until 2024, representing a significant stride in solidifying and expanding LuskinOIC's impact on the Los Angeles area.
