With its commitment to keeping kids out of harm’s way, Charlotte, North Carolina-based Educational Adventures has struck an unconventional marketing alliance that’s a perfect fit for its Danger Rangers brand. The company has teamed up with Charlotte Presbyterian Hemby Children’s Hospital for a promotion that will blanket the city in the coming months.
Starting at the end of October, the Danger Rangers will be seen promoting the hospital on public service television commercials, Charlotte Observer daily newspaper ads, on the big screen at the local sports arena and in school newsletters. The characters currently star in a TV series distributed through American Public Television and in an audio series available to six-million XM Satellite Radio subscribers, and will be making appearances at health-themed events in the Charlotte area. According to Educational Adventures CEO Mike Moore the hospital is footing the bill for the PSAs, newspaper ads and newsletter.
There are three PSAs in the works that will feature the Danger Rangers interacting with children on safety issues and showing them they needn’t be afraid of going to the hospital if they get hurt. Quick cutaways to the Hemby Children’s Hospital will also be shown. The PSAs will have air time on NBC, ABC and CBS affiliates in the local market.
The characters will also make and appearance in My School Rocks, the monthly magazine distributed to 80,000 kids attending Charlotte-area elementary schools. Danger Rangers books and DVDs are going to be placed in the hospital’s waiting rooms, while the Danger Rangers will visit kids in their rooms to offer encouragement and cheer the children up as they’re undergoing treatment.
Hemby Children’s Hospital is also planning a gala event to mark recent renovations and the Danger Rangers may just get asked who they are wearing as they walk the red carpet. A health fair is also held by the hospital during the summer months and the Danger Rangers are scheduled to come along for the next one. Moore says that the Charlotte campaign is part of Educational Adventures’ greater initiative to team up with children’s hospitals across the country using the Danger Rangers brand. He is already in talks with Austin Children’s Hospital in Austin Texas and a few hospitals in Columbus, Ohio.