Maryland Hospital Association

kIDsafe Maryland Brand Development

Brand Development



Web Design & Development

A new program helps parents put child identity thieves in permanent time-out.

2016 National Silver Award for Patient Education – Aster Awards

Scary fact: children are 35 times more likely than adults to become victims of identity theft. And most parents aren’t aware that the threat even exists.

The Maryland Hospital Association—the leading advocacy organization for Maryland hospitals, health systems, and patients—along with the Maryland Office of the Attorney General, the Maryland chapter of the American Academy of Pediatrics, and other state partners have set out to change that.

They tasked Devaney & Associates to help them create a branded public service program that would educate parents and health care providers alike on the relatively new, but rapidly growing threat of child identity theft.


We started by creating a brand—kIDsafe Maryland—that clearly and concisely crystallized the program as the state authority on child identity protection.

A health care provider kit, which includes rack cards, flyers, and digital badges, made it easy for hospitals and physicians to share the campaign’s message with their patients.

All communications direct people to the campaign website——the educational destination for parents and providers who are ready to stop child identity theft.

Our message has made a difference. 100% of Maryland’s 32 birthing hospitals are actively promoting the campaign to new moms in their patient education initiatives. The campaign has also been covered by the biggest radio, print, and TV news outlets across the state.

Even more importantly, the page “How to Request a Credit Freeze for Your Child” holds the title as the campaign website’s most viewed page (after the home page). This indicates that parents understand our message and are taking the critical next steps to protect their children’s identities.