SickKids Foundation: SickKids VS

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Campaign details

Agency: CossetteAdvertiser: SickKids FoundationCategory: Strategic Thinking

Section I — Case Parameters

Business Results Period (Consecutive Months): October 2016 – December 2016Start of Advertising/Communication Effort: October 2016Base Period as a Benchmark: April 2015 – September 2016Geographic Area: Greater Toronto Area (GTA)Budget for this effort: $2 – $3 millionSection 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.

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