Campaign details
Brand: SickKids FoundationAgency: Cossette
Executive Summary
The fundraising targets for building a new SickKids Hospital were unprecedented, representing the largest fundraising initiative in Canadian healthcare history.
Continuing with conventional fundraising would've fallen $300M short.
This aggressive goal demanded a radically different approach.
This isn't the story of a one hit wonder; it's the story about the journey creative planning took SickKids on to build a cult hospital brand that delivered outstanding and sustained success.
This is the story of how a classic strategic reframe changed the body language of a sick children's hospital from acting...