Campaign details
Brand: SickKids FoundationBrand owner: SickKids FoundationEntrant company: Cossette, TorontoMarket: CanadaSector: Charities & voluntary organisationsMedia channels: Email marketing, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Funding a new SickKids Hospital was the largest fundraising initiative in Canadian healthcare history. Conventional fundraising would've fallen $300m short. The aggressive goal demanded a radical approach.
This is the story of building a cult hospital brand that delivered outstanding, transformational growth. It shows how a shift...