It’s the little things that matter

St John of God Geelong


In order to stay competitive in the local market, St John of God Health Care (SJOG) approached Grindstone to develop a creative concept for marketing their maternity services. The hospital was seeking a campaign that would engage Mums-to-be with a new, compelling message to build brand preference for SJOG as the best maternity service among Geelong region healthcare providers.


It was clear to us we needed to home in on the key distinguishing attributes that set SJOG apart from its competitors and create a compelling message for the service. The message would focus on the fact that when it comes to private maternity care, SJOG has a high level of experience and a singular focus on delivering healthy babies, while offering all the extra touches that make for a premium maternity experience. We implemented creative word techniques to juxtapose these messages and show that not only does SJOG offer a myriad of little extras that go with high quality private health care, the focus is actually on the ‘little things’ that matter most.


‘For the little things’ has delivered on our aim to encapsulate both messages, with an ironic twist that’s achieved through a strategic combination of imagery and copy lines. The campaign built a clear articulation of the SJOG brand difference and maternity service offering, utilising an approach that focused on relevant media and messaging for this demographic – mostly social media based. This was supported by traditional media, including other signage and print placement, to create a holistic campaign strategy.

The campaign, ‘For the little things’, launched in 2017.

  • Campaign concept
  • Strategy
  • Content
  • Print collateral
  • Graphic Design
  • Social Media
St John of God Maternity Campaign External Signage
St John of God Maternity Campaign Instagram Posts
St John of God Maternity Campaign Tote Bag
When it comes to having your baby, St John of God know it’s the little things that count.
St John of God Maternity Campaign Posters
St John of God Maternity Campaign Vouchers