SickKids. Believe
EXECUTIVE SUMMARY
Business Results Period (consecutive months): | Fiscal 05/06; 06/07; 07/08 [the fiscal ends in March] |
Start of Advertising/Communication Effort: | October of the given year |
Base Period for Comparison: | Historical comparisons |
[Editor's Note: The case focuses on Fiscal 07/08, and the campaign that ran during Oct–Dec 07, but it includes information for previous years in order to show Sustained Success]
a) Introduction – The making of a Canadian icon
SickKids, as a brand and institution, has been on an heroic journey. A pillar of the Toronto community for over 130 years, the Hospital for Sick Children decided in...