The Dream Tree - Stanford Children's Hospital Activation
See how a simple prompt, “My dream for the future is…", became a living extension of the Making Futures Bright campaign.
Read the full story from inside the hospital.
The Opportunity
As part of the Making Futures Bright year-end rebrand, I saw an opportunity to bring the campaign physically into the hospital — not just through inboxes and ads.
The goal: create a participatory installation that centered patient and staff voices while reinforcing the campaign’s core message of hope and future possibility.
My Role
Concepted the Dream Tree as an interactive holiday activation
Secured hospital leadership partnership and on-site placement
Designed the storytelling prompt: “My dream for the future is…”
Directed photo capture format (Polaroid keepsake + display copy)
Authored the feature story, Dreams on Display at Packard Children’s Hospital
Integrated the installation into year-end marketing and stewardship efforts
This marked the first on-site hospital activation directly tied to the year-end campaign.
Execution
Over one day in November, patients, families, and care teams completed the sentence:
“My dream for the future is…”
Each response was photographed and displayed on a central Dream Tree installation inside the hospital. The tree became a living reflection of resilience — dreams of curing cancer, becoming doctors, speedy recoveries, joy, and long, healthy lives.
The installation remained on display through January 7, creating a sustained moment of connection during peak campaign season.
Impact
Strengthened partnership between the Foundation and Hospital leadership
Increased internal visibility with executive stakeholders
Created a physical touchpoint reinforcing digital and development outreach
Generated authentic, patient-centered content for storytelling and stewardship
Deepened emotional resonance of the year-end campaign beyond transactional giving
Why It Matters
This activation demonstrates the ability to:
Translate campaign themes into experiential storytelling
Align institutional stakeholders around a shared impact narrative
Capture emotionally powerful content ethically and strategically
Extend digital campaigns into real-world, community-centered moments