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Question:

How do you help North York General Hopsital (NYGH) choose a new mascot and name as part of their hospital wide, child-friendly initiative?

Answer:

You talk with children and their parents and see what they have to say.  During the course of research, you learn which mascots invoke comfort and care, as well as what names are easily understood by young patients.  You interview a range of patients including some respondents that are new Canadians, ensuring that your research reflects the attitudes and opinions of all of the Hospital’s patients.  Once the research is complete you report back to the Hospital, allowing them to make the final decision.

Result:

Based on the research undertaken by OEB Enterprise, NYGH unveils the Hospital’s new “friendly penguin” mascot and new name in A Letter to Our Community as part of the Hospital’s broader effort to examine their policies, services and approach to care through the eyes of children and their families.  The penguin, our research found, is perceived as cute and friendly by children.  Additionally, we found parents to be generally supportive and appreciative of the Hospital’s efforts to help reassure and calm their children.

OEB Enterprise continues to work with NYGH in various capacities of communication and messaging.