In 2016, our brand new SickKids VS campaign had taken the world by storm. We now needed to turn all this attention in donations. SickKids gave us their most ambitious fundraising goal to date: acquire 100 new monthly donors in just 30 days.
We customized each TSA with contextual data, such as TSA ridership or foot traffic at Union Station, to make our ask feel tangible.
In phase 2, we used time of day TSAs to drive urgency.
Our OOH updated commuters how we were tracking towards our daily goal.
2017 DMA ECHO Awards, Diamond ECHO
2017 DMA ECHO Awards, Gold, Consumer Acquisition Campaign
2017 DMA ECHO Awards, Gold, Integrated Campaign
2017 DMA ECHO Awards, Certificate, Not-For-Profit
2017 CMA, Gold, Direct Engagement
2017 CMA, Bronze, Advertising, Not-For-Profit
Agency - Cossette
Global Chief Creative Officers: Carlos Moreno, Peter Ignazi
Creative Director: Trent Thompson
Associate Creative Director: Mario Cesareo
Senior Copywriter: Sarah Rutherford