2014 Winners

Experiential Engagement: BRONZE

Sick Kids - Real Life Superhero

Implementation Date:

October 2013 – December 2013

The Target:

People connected to and engaged with children. Females, 30+, withkids and empty-nesters, Ontario-wide.


SickKids is viewed as a leader and pioneer in children’s health research, education and care. There is a pride in this positioning and a desire to be setting these same standards when it comes to ourmarketing efforts.


The objectives were to raise awareness of the good that SickKids does and to inspire our target to share the video and donate to ourcause during the key holiday period.


  • To meet or exceed our 2012 holiday fundraising amount of 26.5 million.
  • To exceed 50,000 video views (stretch goal of 100,000)
  • To exceed 40,000 unique page views for stories

Insights and strategy:

Research showed that people knew of SickKids and other charities but they wanted to know that their money was indeed making adifference to the cause. To do this, the agency showed one of the kids from their previous campaign and how the donations have helped him fight back against his cancer.


To show one brave boy, his family and viewers what a true, real-lifesuperhero looks like.


To surprise and honour a real-life superhero from SickKids, 5-yearold Antonio who is recovering from leukemia, they created a superhero movie trailer with a surprise message. We played this trailer andmessage in a theatre before a film that he, his family and the cinema audience came to watch. Using hidden GoPro cameras and a live feed to the screen, wecaptured Antonio's reaction. These cameras also allowed us to film this event in a very real way and to create our element of surprise for their online video.


They were able to get their message out in a fresh, innovative way taking an in-theatre stunt and turning it into a cause. We then wentfurther and got shoppers to participate by asking them to share thereal life super powers that sick kids in their life have through ourwebsite, where they were also asked to make a donation.

The agency collaborated with their media agency, Mindshare, to get the wordout and engage our shoppers/audience through online ads, YouTube and our SickKids campaign website: www.sickkidsfoundation.com together


The results far exceeded their expectations.

  • Raised $31 million for SickKids for the 2013 holiday fundraising season (the most successful holiday season on record for thefoundation), exceeding our 2012 holiday fundraising amount of 26.5 million
  • The video received 363,750 YouTube views, well exceeding the54,000 views goal (and the stretch goal of 100,000).
  • Media coverage included Breakfast Television, Kevin Newman Live, Buzzfeed, Huffington Post, Global Television and more.
  • 23.9 MM Twitter impressions and the video was tweeted bycelebrities such as Avril Lavigne and Dean McDermott.
  • The agency received 561,416 total visits to www.sickkidsfoundation.com/together (video also featured on the site). A 54% lift exceeding kpi) well over the goal of 46,469 unique page views.
Have questions? Need help?
Contact Zoe Sherwood at 416-408-2300 x237 or zsherwood@brunico.com.