Sick Kids vs 100 Todayx
Sick Kids vs 100 Today
Sick Kids Foundation
To fund a new operating suite the Sick Kids Foundation extended their “VS” campaign to Billy Bishop airport in order to recruit 100 new donors per day.
Past research found that 30% of donors from previous campaigns were US citizens, a very difficult audience to reach at other venues. Using this data, an OOH campaign was developed that targeted trans-border travelers.
Strategy and Media Used:
The “VS 100” campaign dominated the trans-border targeting travelers with a mix of digital and static out-of-home and encouraged them to visit a donation booth located in the lounge.
Over 4 weeks, donor sign-ups increased by 41% compared to previous year.