Intersection Studio Launches iamforchildren.com with Documentary Short Film
June 24, 2009

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In completing Phase I of its story work for CHOC Children's comprehensive fundraising efforts, the studio announces the launch of iamforchildren.com, the campaign's micro-site. A documentary short film titled The Call anchors the site-experience.
      The Call, co-produced and directed by Doctor/Photojournalist and Intersection Studio principal Gasper Patrico, gives the viewer a rare glimpse into the behind-the-scenes world of a children's hospital. Shot over the course of 10 days, the studio was given open access to all areas of the hospital in order to capture the spirit and grit of the place.
      Says Patrico, "Our intent with the film was to avoid the "Hallmark Card" cliché of showing sick children for the sake of raising money, and instead The Call gives the viewer a sense of the life of the doctors and nurses who every day stand ready for whatever comes their way through the endless procession of ambulances and helicopters. We are raising money to help them do what they do."
      Using the device of an extended phone call, CHOC Children's CEO and President, Kimberly C. Cripe, anchors the film's narrative. Cameraman/Director Aguilera-Hellweg explains the approach: "We wanted to give the CEO an opportunity to express her advocacy for children in an authentic way. Her performance is unscripted. What you see is the real Kim."
      The site, developed in collaboration with Watson/DG, supports the quiet phase of the Change CHOC, Change the World campaign. iamforchildren.com presents the complete business case for the effort, giving philanthropists the information they need to explore making a gift to the CHOC Foundation capital and endowment campaign.
      Upon seeing the film, Cathy Collins, Gift Officer with CHOC Foundation said, "You have translated the Children's Hospital experience to the public with great impact. Thank you so much for producing what we feel in our hearts."
      Intersection Studio helps leadership teams manage the complex evolving story of their organizations to optimize performance and passion across the entire business system. Working at the nexus of disciplines-- strategy, brand, design, organizational development, and marketing--the studio sparks story, combustion, and growth for organizations such as United States Artists, Sundance Institute, CHOC Children's, The Getty, LA Phil, Otis College of Art and Design, KCRW, the Autry National Center, and Public Radio International.

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