Agency: Cossette

Objectives

We were tasked with launching the largest fundraising program in Canadian healthcare history. $1.3 billion over a 10 year period is needed to rebuild SickKids and the VS campaign needed to evolve and ask people to join this new fight.

We needed to kick-start our fundraising activity and acquire 5,000 new monthly donors during the campaign period - an incredible ask considering this was 25% higher than any past annual target and we are asking people to make a long-term multi-year financial commitment.

Strategy

We were tasked with launching the largest fundraising program in Canadian healthcare history, the rebuilding of a hospital. We needed to evolve the VS campaign and shift its focus from the fight of the patients and doctors at the hospital (our 2016 brand launch and fundraising campaign) to encourage all of Toronto to join us in this new fight to build a new SickKids hospital.

In 1949, the entire city of Toronto rallied behind the construction of the Hospital for Sick Children. It was a massive community project that was only accomplished by bringing the entire city together to support it. For a job this big, we needed to get the city behind us once again.