RALEIGH, N.C. (APRIL 22, 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.
About Dolly Parton Children’s Hospital
Dolly Parton Children’s Hospital, formerly known as East Tennessee Children’s Hospital, is a free-standing, independent, not-for-profit pediatric health care system that serves the East Tennessee region and beyond. Dolly Children’s is certified by the state of Tennessee as a Comprehensive Regional Pediatric Center. Our vision is to take care of our future, one child at a time. For more information, visit DollyChildrens.org.
About French/West/Vaughan
French/West/Vaughan (FWV) is one of the nation’s leading public relations, public affairs, advertising and digital media agencies. Headquartered in Raleigh, N.C., with offices in NYC, Detroit, L.A. and Tampa, FWV has received 40 Global or National Agency of the Year honors since its founding in 1997, along with more than 1,800 PR, advertising and digital marketing awards on behalf of its global roster of blue-chip clients. FWV is the parent company of fashion and lifestyle PR firm AMP3; pet and animal health practice Fetching PR; and Prix Productions, a feature and documentary film production company. FWV is a partner in IPREX, a $508 million network of communication agencies with 1,100 staff and more than 60 offices worldwide. For more information, visit fwv-us.com or follow us on Facebook, Twitter, LinkedIn, Vimeo or Instagram.