Sickkids Foundation: SickKids VS: #10YearChallenge, 9

Credits & Description:

Client: SickKids Foundation
Agency Network: Vision7 Communications Inc.
Holding Company: BlueFocus
Production Company: Cossette
Advertiser Brand: SickKids Foundation
Advertising Agency: Cossette
Entrant Company: Cossette
Global Chief Creative Officer: Carlos Moreno
Global Chief Creative Officer: Peter Ignazi
Creative Director: Mario Cesareo
Senior Art Director: Andy Ng
Account Supervisor: Asmait Hailu
Group Account Director: Melissa Levenberg
VP, Business Lead: Tishan Canagasaby
SVP, Strategy: Rosie Gentile
VP Brand Strategy & Communications: Lori Davison
Director of Integrated Brand Marketing: Kate Torrance
Marketing Manager, Brand Strategy & Communications: Kelly Hanley
Marketing Manager, Brand Strategy & Communications: Jessica Myers
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Director, Public Relations: Sandra Chiovitti
Country: Canada
Date Of Campaign: January 15, 2019
Background:
SickKids Foundation is the fundraising organization for the Hospital for Sick Children whose mission is to make every kid a healthy kid. Research into our donors showed that an important motivator for their support is to see the everlasting impact their donations make on sick children.
Idea:
We realized that if the challenge is taken through the lens of SickKids hospital, we can give it a complete new purpose and tell the story of patient transformation and how donors helped make it happen.
Results:
We tapped into the viral moment by launching the campaign to SickKids followers on January 18, 2019 across Facebook, Instagram and Twitter. We selected four of the most compelling stories of SickKids patients who battled life-altering medical conditions a decade ago, but overcame each of their unique challenges. For example, one post shares the story of a former patient, Madi Scott, an Elon University dance team captain preparing to graduate with two degrees, who, ten years earlier, was a cancer patient facing an uncertain future.