Sickkids Foundation: Sickkids VS

SickKids, a paediatric centre, launched its four-year campaign VS in Canada to raise money to build a new SickKids Hospital.

Campaign details

Brand: SickKids FoundationAgency: CossetteCountry: Canada

Objectives

Business objective

Raise $1.3BN by FY22. Onboarded in 2015, with $1BN still outstanding, this meant driving a daunting +70% lift in donations by FY2020, then maintaining this higher donation level to fund the new hospital's higher expenses.

Marketing objectives

Broaden our donor base - driving donations among new audiences (particularly men), without alienating the traditional one.

Grow our monthly donor base – vital for funding the new hospital and later, its higher running costs.

Brand and communications objectives

Create a strong brand - help SickKids stand out...

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