CLIENT
SickKids Foundation
Katherine Torrance, VP, Brand Strategy And Communications
Heather Clark, SVP, Direct and Digital Marketing
Tina Tieu-Lafrance, Associate Director
Tanya Tucker, Associate Director
Monisa Mees, Associate Director
Lisa Charendoff, Associate Director
Kylie White , Coordinator, Community Stakeholder Relations
Taylor Huff, Public Relations Professional
Jessica Myers, Manager
Rebecca Shrimpton, Manager
Daryl Heroux, Group Director of Strategy
AGENCY
Aamna Rahim, Group Creative Director
Jon Taylor , Associate Creative Director/Copywriter
Andrea Romanelli , Associate Creative Director/Art Director
Valerie Mascarin, Business Director
Denika Angelone, VP, Strategy
Caroline Wrinch, Agency Producer
Peter Ignazi, Global Chief Creative Officer
Jaimes Zentil, Executive Creative Director
Mario Cesareo, Creative Director
Roya Hakami , Copywriter
Adil Abdel-Gabar, Art Director
Tyler Robson , VP, Business Lead
Daria Lysenko , Group Business Director
Catherine Wiles, Chief Strategy Officer
Bella Iannetta, Senior Strategist
Dawn-Marie Mills, Senior Production Director
Trevor Gauthier, Senior Retoucher
Thomas Dagg, Senior Retoucher
Shireen Kok, Senior Production Artist
OMD
Daryl Heroux, Managing Director
Scouts Honour
Mark Zibert , Director
Rita Popielak, Exec Producer
Simon Dragland, Exec Producer
Thomas Dagg, Photographer
Alter Ego Inc
Wade Odlum, Colourist
Jane Garahh, Producer
Spencer Butt, Producer
SUMMARY
In 2021, Ontarians were deeply engulfed by the effects of COVID-19.
To resonate with their mental state, our campaign put the emotional impacts of having a sick child front and center, using an allegory of good versus evil, and making donors the protagonists in the SickKids story.
The campaign surpassed our donor acquisition goal by 9%, solidifying us as the category leader with 9% points above the nearest competition, and propelling us one step closer to reaching our $1.5B fundraising goal to build a hospital.
