The Hospital For Sick Children: Better Tomorrows campaign

This case study explains how children's charity SickKids Foundation used a range of emotional online ads to raise awareness of children's illnesses and the charity's work in the US.

Advertiser: The Hospital For Sick ChildrenAgency: J. Walter Thompson CanadaCountry: Canada

Objectives

Commercial Objective: The SickKids Hospital relies heavily on donations. Given its size, and the breadth and depth of its offerings, it requires millions to provide world-class care and to continue in its research.

Marketing Objective: We had to find a way to really educate consumers on the SickKids offerings – how many patients it helps, how many ailments it deals with, and how much research its constantly doing. To do that, we needed a high frequency of varied, but related messaging,...

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