SickKids vs. Conventional fundraising

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Campaign details

Brand: SickKidsAdvertiser: SickKids FoundationEntrant: CossettePrincipal author(s): Denika Angelone and Cat Wiles, Cossette and Louise Cook, Holmes & CookContributing author(s): Lori Davison and Heather Clark, SickKids Foundation; Craig McIntosh, Jaimes Zentil, Peter Ignazi, Courtney Mulock, Carolyn Khoo, Emma Sleeper, and Carlos Morena, Cossette; Cathy Collier, OMD Canada 

Summary

The fundraising targets for building a new SickKids Hospital were unprecedented.

The existing conventional fundraising would've fallen $300M short.

This aggressive goal demanded a radically different approach.

Cossette's 'VS' platform challenged category conventions and provides a blueprint for 21stcentury fundraising....

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