The story behind the campaign
Challenge
The SickKids’ Hospital building recently turned 60 years old, and is in desperate need of a major overhaul. So too was the SickKids brand. With consumers being trained to expect a specific tone and message from cause marketing, the typical sad and helpless advertising approach no longer broke through. Our donations were flatlining. The money was also coming from the same donor set, which was aging out and skewed heavily female. In order to succeed, SickKids needed to jolt new donors off of the sidelines. We wouldn’t reach our ambitious fundraising goals to build...