SickKids VS

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Title

SickKids VS

Advertiser:

Sick Kids Hospital

Year:

2016-2017

Source:

Cassies Award

Product Category:

Health / Beauty / Personal Care, non-profit Foundation / Organization

OOH Format:

Static and digital billboards

Country:

Canada

Objective:

Appeal to new donors and reach its aggressive five-year fundraising goal of $1 billion.Appeal to new donors and reach its aggressive five-year fundraising goal of $1 billion.

Target Group:

Appeal to new donors and reach its aggressive five-year fundraising goal of $1 billion.

Strategy and Media Used:

Launched in October 2016 within the Greater Toronto Area, the “SickKid VS” campaign debuted with an intense two-minute film during the Toronto Maple Leafs home opener in-arena and via broadcast. Additional films were pushed online, along with dominating of out-of-home placements exploring the complexity of hospitals via stories of its patients and the battles they were fighting. Takeovers of Yonge-Dundas square and Billy Bishop airport added dramatic scale, an approach mirrored in its television, OOH, digital and social placements.

Results:

Between October and December 2016, SickKids reported a donation record of 57.9 million. The average online donation hit in all-time high of $188, up 63% from the year prior.