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SickKids VS - All In

SickKids VS - All In | Sickkids Foundation | Cossette
Download Download JPG | 1024x1536px
Industry: Public interest & Non-profit
Media:TV & Cinema
Style: Minimalism
Built in 1949, The Hospital for Sick Children (SickKids) was falling apart and in desperate need of a $1.3 billion dollar overhaul. We were tasked with communicating the need to raise $1.3 Billion to build a new hospital and to surpass YOY fundraising results. It was a daunting goal, and to achieve it we needed to rally the entire city. Because the hospital is perceived as both government funded and a successful fundraiser, donors would need to feel an extreme sense of need and urgency.
Toronto is called ‘The City of Neighbourhoods’. Each with a distinct culture and identity, We tapped into the overwhelming local pride that Torontonians have for their own hood and spoke to them directly via neighbourhood specific films, OOH murals, digital ads, and emails, featuring real SickKids patients from their own neighbourhoods calling them out to rep their hood, join the fight, and become a monthly donor to fund the new hospital.
This was a fully integrated campaign, with each medium designed to do different jobs and appeal to different targets. The campaign consisted of television, online film, OOH, targeted social media, digital advertising, and a rich hypertargeted 1:1 campaign to potential donors.
This campaign resulted in an all-time fundraising record, contributing to an incredible $146 million dollar total. Both online donations and transactions increased ?21% YOY.
We launched the campaign with a gritty two-minute black-and-white online film and :90 cutdown for TV featuring real SickKids patients desperately tearing apart their own homes and neighbourhoods, salvaging materials to build the new hospital by any means necessary. For OOH, local community businesses donated walls where we hand painted larger-than-life murals and pasted up wild postings, featuring local SickKids patients rallying their surrounding neighbourhood to become monthly donors. This was rounded out by an extensive one-to-one digital component featuring targeted and customized social media posts, banner ads, films, and emails, personalized by neighbourhood, and further segmented by target based on. Every medium linked potential donors back to our SickKids website where they could sign up to become a monthly donor and plant a flag in their neighbourhood.
To dramatize the critical need for a new SickKids hospital, and get the city emotionally invested in a building, we created a gritty, black-and-white direct campaign featuring real SickKids patients tearing apart their own homes with their bare hands, to salvage materials to build a new hospital by any means necessary. Through targeted and localized film, OOH, and one-to-one digital and emails, we profiled real SickKids patients in their own neighbourhoods rallying their fellow community members to represent their hood and join the fight by becoming a monthly donor to fund the new hospital.

This campaign was created to raise donations for a desperately needed new SickKids hospital building, bringing it into the 21st century, which would greatly impact the lives of countless children both in Toronto and around the world.
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Director of Photography:
Other credit:Chief Strategy Officer: Jason Chaney
VP Brand Director: Michelle Perez
Line Producer: Joan Bell
Flame Artist: Sean Cochrane
Music Creative Director: Didier Tovel
Music Artist: Donnie Daydream feat: Richie Sosa
VP, Brand Strategy and Communications (Client): Lori Davison
Director, Integrated Brand Marketing (Client): Kate Torrance
Manager, Patient Ambassador Program (Client): Lisa Charendoff
Director, Public Relations (Client): Sandra Chiovitti
Executive Producer: Dan Ford, Liane Thomas
Cannes Lions International Festival of Creativity 2018
Shortlist Health & Wellness
Fundraising & Advocacy
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