Advertiser: SickKids Foundation
Category: Strategic Thinking
Section I — Case Parameters
Business Results Period (Consecutive Months): October 2016 – December 2016
Start of Advertising/Communication Effort: October 2016
Base Period as a Benchmark: April 2015 – September 2016
Geographic Area: Greater Toronto Area (GTA)
Budget for this effort: $2 – $3 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
SickKids wanted to disrupt the marketplace with a new brand idea that could drive engagement and motivate donations.
With consumers being trained to expect a specific tone and message from cause marketing, the typical sad and helpless advertising approach no longer broke through. Our donations were flatlining. The money was also coming from the same donor set, which was aging out and skewed heavily female. In order to succeed, SickKids needed to jolt younger and more male donors off of the sidelines. We wouldn't reach our ambitious fundraising goals, unless we did something radically different.