2020 Winner
SickKids Foundation
SickKids VS - Crews
Cossette
GoldAToMiC ROI
SilverAToMiC Social
SilverNiche Targeting
BronzeAToMiC Engagement
Toronto’s SickKids is a world-leading pediatric hospital. But the reality is that its current infrastructure, some of which was built in 1949, is no longer equipped for its patients. With nearly $400 million in fundraising still required to build a new hospital, SickKids created a donation-driving campaign that united folks by first dividing them.
The first step was to unite people around the cause and unearth a new donor base. With most of its prospective donors from previous campaigns already converted to donors, SickKids discovered that many people were banding together to donate as a team.
Using this insight, Cossette created “SickKids Vs. Crews,” a campaign and donation platform where people could self-identify with different sub-groups. Fifty-two influencers – from cosplayers to fashionistas – called on people to join their crew and donate to SickKids, generating over 11.7 million social impressions.
From this campaign alone, the hospital raised $68.7 million in only two months and generated 155,000 new donors, a 19% gain.
Credits
Title: SickKids VS – Crews
Agency: Cossette
Global CCO(s): Carlos Moreno, Peter Ignazi
Creative Director/CW: Craig McIntosh, Jinnean Barnard
Creative Director/AD: Jaimes Zentil, Mario Cesareo
Writer(s): Jordan Hamer, Elijah DiGangi
Art Director(s): Spencer Dingle, Andy Ng
Agency Producer: Erica Metcalfe
Account Team: Dayna Blustein, Hillary Gonzalez, Rina McNicol, Emma Sleeper Account Director: Daniel Dolan
Group Account Director: Melissa Levenberg
VP, Brand Director: Tishan Canagasaby
Strategist: Rami Dudin
Strategy Director: Denika Angelone
SVP, Strategy: Rosie Gentile
Sr. Retoucher: Trevor Gauthier
Sr. Production Artist: Shireen Kok
Studio Director: Raquel Mullen
Print Producer: Dawn-Marie Mills
Production House: Scouts Honour
Director(s): Mark Zibert, Kevin Foley
DOP(s): Chris Mably, Kiel Milligan
Executive Producer(s): Rita Popielak, Simon Dragland
Line Producer(s): Rita Popielak, Jeff Schwartz
Editing House: The Assembly Reps
Editor(s): Steve Puhach, Mitch Finn
Animation/CG: The Vanity / SHED
Online Facility: The Vanity
Flame Artist: Naveen Srivastava
Colourist: Andrew Exworth
Photography Studio: JKReps
Photographer: Sandy Pereira
Audio House: Berkeley Inc.
Music Creative Director: Jared Kuemper
Music Licensing: Music Rights Clearance Inc.
Digital Production Company: Array of Stars
Media Company: OMD Canada
Managing Director: Jammie Ogle
Sr. Strategist: Rebecca Shrimpton
PR Company: Citizen Relations
Sr. Account Manager: Erin Banting
Sr. Account Manager: Rebecca Myers
Clients – SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison, Heather Clark
Director, Integrated Brand Marketing: Kate Torrance, Noelle de la Mothe
Director, Public Relations: Sandra Chiovitti
Associate Director, Community Stakeholder Relations: Lisa Charendoff
Director, Digital Projects: Harleen Bhogal
Marketing Manager(s): Tina Tieu-Lafrance, Tanya Tucker
Coordinator, Public Relations: Madeline Salerno