Campaign details

Advertiser: Sickkids Foundation
Brand: Sickkids Foundation
Agency: Cossette Toronto
Country: Canada


The Objectives

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. This 143-year-old national treasure resides in a 69-year-old facility that is absolutely stretched to capacity. In order to keep pace with its own advancements in paediatric care and research, and to continue to deliver the highest levels of quality that the public has come to expect, SickKids desperately requires a new home.

So in 2016, SickKids set an audacious goal for itself: to raise $1.3 billion in donations across 5 years - over and above the approximately $100M it requires annually just to keep the lights on. Up until 2016, its donations were coming primarily from the same aging female donors - clearly a diminishing and unsustainable funding source. It knew that on average, when they do give, Canadian men are likely to give twice the median amount than given by women.1 So not only did SickKids have to raise more money than it ever had before; it had to inspire millennial male donors to get off the bench and join the fight. To attract this new set of donors we needed to reposition the brand from "help us" to "join us".