SickKids Foundation: Lif Unpaused
Agency: Cossette
Case overview
We showed six emotional videos of sick kids fighting for their lives – but with a catch. The videos would start to play then suddenly pause. They required an immediate response to donate to see the rest of the video. Upon donation, the viewer would get instant gratification by seeing the positive transformation of the child. It was the first time ever that a call-to-action was used in the middle of a video. This led to the creation of a donation mechanism that had never been built before.