A trip to the ER doesn't have to be scary. Monsters don't have to be scary either. But not all monsters and ERs are created equal. It's all about the approach to a situation that makes the difference. As the art director, I wanted to let parents know that, while emergencies are scary, taking their child to a pediatric ER doesn't have to be. I used cheerful, colorful, smiling monsters and a friendly message to show that when you choose a pediatric ER, kid-friendly experts make emergencies less scary.