Campaign details
Brand: SickKids Foundation Agency: No Fixed Address
Objectives and Challenges
The Hospital for Sick Children (SickKids) is widely known as a world-leading pediatric hospital. The reality is that the infrastructure, some of which was built in 1949, now presents a daily obstacle for doctors, staff, and families. Yet, based on recent brand health surveys, the majority of those familiar with SickKids do not understand the urgent need for a new hospital. With nearly $400 million in fundraising still needed to build a new hospital, we had to create a spectacle that grabbed attention, drove awareness,...