March 31, 2004

Lights...camera...VCU Pediatrics!

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By Joe Kuttenkuler

Beginning March 26 - the next time you're channel surfing - be on the lookout for a new television commercial featuring some familiar faces from VCU's Department of Pediatrics.

Nurse Practitioner, Molly Anderson comforted a patient in the pediatric pulmonary clinic during the taping of the VCU Childrens' commercial. The shot appears as the final scene in the 30-second spot which is airing on WTVR-TV6.
Nurse Practitioner, Molly Anderson comforted a patient in the pediatric pulmonary clinic during the taping of the VCU Childrens' commercial. The shot appears as the final scene in the 30-second spot which is airing on WTVR-TV6.

Produced by The Access Group, a Dallas-based video production company, the commercial was shot in various locations at the VCU Medical Center in January and includes friendly patient care images with Dr. Joe Laver, chair of pediatrics, Drs. Linda Meloy and John Mickell, and nurse practitioners Debbie Fisher and Molly Anderson.

The ad is part of a new music-driven campaign designed to introduce the VCU Children's name - shortened from Children's Medical Center - to the Central Virginia area. To compliment the patient care scenes, an original music score and lyrics were written to emphasize the high-touch aspect of the high-tech care offered at VCU.

The lyrics state, "At VCU Children's we treat your children like our own, no child is a stranger...no child is alone. Taking care of your child's feelings, bringing special moments to life to help keep hopes in sight...at VCU Children's - we treat your children like our own."

Composed by Otis Conner, who helped put the meow, meow, meow in Meow Mix cat food and brought good things to life for General Electric, the commercial will air first as a "full sing" with music and lyrics alone. Future ads will continue the music theme, but will include more information about the comprehensive services offered throughout the Department of Pediatrics.

The new thirty-second ad will run for 12 weeks at various times on WTVR-TV6.

As a video camera captured the exam, Dr. Joe Laver, chair of pediatrics, gave this patient a clean bill of health. Laver was instrumental in initiating the ad project which will include future commercials touting the multi-disciplinary specialty care offered in the Department of Pediatrics at VCU.
As a video camera captured the exam, Dr. Joe Laver, chair of pediatrics, gave this patient a clean bill of health. Laver was instrumental in initiating the ad project which will include future commercials touting the multi-disciplinary specialty care offered in the Department of Pediatrics at VCU.
Dr. Linda Meloy helped her patient check on the condition of her stuffed friend for the camera. Video for the commercial was shot in the ASK Hematology/Oncology Clinic, the Pediatric Pulmonary Clinic, and in the playroom and Pediatric Intensive Care Unit on the 7th floor of Main Hospital. Images by Joe Kuttenkuler, University News Services
Dr. Linda Meloy helped her patient check on the condition of her stuffed friend for the camera. Video for the commercial was shot in the ASK Hematology/Oncology Clinic, the Pediatric Pulmonary Clinic, and in the playroom and Pediatric Intensive Care Unit on the 7th floor of Main Hospital. Images by Joe Kuttenkuler, University News Services