SickKids Foundation: Life Unpaused

This case study details how SickKids, a children's hospital, raised donations in Canada through a mid-video call to action.

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.

The client's business...

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