French/West/Vaughan Leads Dolly Parton Children’s Hospital Transformation
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RALEIGH, N.C. (APRIL 21, 2026) – French/West/Vaughan (FWV), one of the nation’s most highly decorated independent public relations, advertising and digital media agencies, today announced it is working with the newly named Dolly Parton Children’s Hospital, widely known as “Dolly Children’s.” FWV, in partnership with the formerly named 89-year-old East Tennessee Children’s Hospital, led the integrated marketing initiative behind the renaming and brand transition of one of Tennessee’s leading hospitals. Guided by a shared vision, the work honors Dolly Parton’s legacy of compassion and dedication to children while reinforcing the hospital’s identity as a place of care, hope and community impact across Tennessee.
Working with Dolly Children’s, The Dollywood Foundation and representatives of Dolly Parton, FWV designed a multi-channel national campaign announcing the evolution, highlighting Dolly Parton’s longstanding commitment to children and healthcare, the hospital’s mission of delivering world-class pediatric care, and how the partnership will benefit patients and families for years ahead. FWV developed the hospital’s new visual identity, produced announcement content featuring Dolly Parton in collaboration with Draft Agency in Knoxville, and coordinated a national media and social rollout.
“We are humbled to be a part of Dolly Children’s important mission, one that will positively impact patients and their families for generations to come,” said Natalie Best, COO and principal at FWV. “This is just the beginning, as our focus is to sustain momentum, deepen community connection, engage donors and continue to elevate the hospital’s impact at every touchpoint.”
FWV will support Dolly Children’s with strategic marketing and communications, including branding, creative development, PR, social media, and donor and community engagement.
“Thanks to the strategic partnership and creative leadership of FWV, the Dolly Children’s vision has been brought to life in a meaningful way, ” said Adam Cook, chief development and public affairs officer, Dolly Children’s. “This partnership fuels our ability to deliver world-class healthcare today while ensuring we can continue to serve children and their families for generations to come.”
The transformation marks a new chapter for the hospital, building on nearly 90 years of pediatric care while positioning the organization for continued growth, innovation and philanthropic support, with additional exciting announcements still to come as this next phase unfolds.