SickKids – Believe

SickKids is a well-known and respected 130-year-old institution, but it was not remotely top of mind when it came to donations.
Agency: JWT

SickKids – Believe

Winner: Not for Profit - Silver

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): Fiscal 2005

Start of Advertising/Communication Effort: September 12, 2005

Base Period for Comparison: Fiscal 2004

SickKids needed to develop a marketing campaign in support of a dramatic new vision, which included the most ambitious hospital fundraising goal in Canadian history.

SickKids is a well-known and respected 130-year-old institution, but it was not remotely top of mind when it came to donations. We had to get it into the “consideration set” of not-for-profit causes.

Results were extraordinary. The goal was $64 million (compared to $50...

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