Going direct to donorsx
Going direct to donors
public transit, Static and digital billboards
Drive more donations to the foundation
All Canadians, of all ages.
Strategy and Media Used:
SickKids positioned itself like a “performance brand” in the vein of Nike and Under Armour. “VS” creative appeared on billboards, dominated Dundas Square and streetcars and all signage at the hospital. A 2 minute film aired during the Toronto Maple Leafs home opener, online films shared patient’s stories, “MomStrong” and “DadStrong” campaigns showed how difficult it is to have a sick child but also how important it is to join them in the hospital
The SickKids platform launched with the audacious goal of generating $1 billion in donations over five years. The “VS” platform and the follow-up content pieces helped SickKids report an all-time donation record of $57.9 million from October 2016 to December 2016. Online donation revenue increased 695% and the average donation increased 63%. Just as important, the foundation saw an unprecedented increase in male and millennial donors as a result.