SickKids vs. Conventional fundraising

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Campaign details

Brand: SickKids Advertiser: SickKids Foundation Entrant: Cossette Principal author(s): Denika Angelone and Cat Wiles, Cossette and Louise Cook, Holmes & Cook Contributing author(s): Lori Davison and Heather Clark, SickKids Foundation; Craig McIntosh, Jaimes Zentil, Peter Ignazi, Courtney Mulock, Carolyn Khoo, Emma Sleeper, and Carlos Morena, Cossette; Cathy Collier, OMD Canada