SickKids Foundation: SickKids VS

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Advertiser: SickKids FoundationBrand: SickKids FoundationAgency: Cossette Inc.Country: Canada


The Hospital for Sick Children (SickKids) is Canada's most research-intensive hospital and the largest centre dedicated to improving children's health in the country. It is the second largest paediatric research hospital in the world after the Boston Children's Hospital. In 2016, SickKids treated 16,224 inpatients, saw 73,262 emergency visits, 312,345 ambulatory visits and performed 12,574 operations1. As a world-renowned research institute, it attracts trainees from over 40 countries2.

Founded in 1875, this 143-year-old national treasure resides in a 69-year-old facility...

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