SickKids looks to the stars

The fundraising foundation for Toronto's Hospital for Sick Children is launching a holiday drive with a print, radio and online campaign featuring prominent Canadians.

SickKids Foundation, the fundraising organization for Toronto’s Hospital for Sick Children, has launched its holiday campaign under the banner ‘Together We Will,’ featuring prominent businesspeople, actors and musicians.

The Foundation had a seven-panel insert in the Globe and Mail Monday, and in the Toronto Star this morning. It will be distributed through the Metroland Media Group’s community newspapers in the Greater Toronto Area on Thursday.

The campaign is also comprised of 100 transit shelter posters, 60-second and 30-second radio spots, and newspaper ads that will run until the end of the year, targeting a 35-plus audience in Toronto and the surrounding area. There’s also a microsite featuring patient stories and a link to a donation page.

The Toronto offices of JWT and Maxus handled the creative and the media buying, respectively.

Actor/director Sarah Polley, singer-songwriter Hawksley Workman, and philanthropist and business leader Arthur Labatt, among others, are part of the campaign as prominent Canadians who have been treated at Sick Kids in the past. Alongside the well-known faces are the lesser-known faces of current patients at the hospital.

Putting those two sets of people together was a chance to make the public pause and take notice of the message, says Peggy Biggin, director, marketing, SickKids Foundation.

‘The goal of the campaign is to build on our really strong position we have in the market,’ says Biggin. ‘This is a brand refresh and the development of a rallying cry, which is ‘Together We Will.’ And that speaks to our donors and their relationships with the institution and foundation.’

For the campaign, which is part of a five-year drive to raise $750 million for the hospital, the Foundation also posted an 80-second video, produced by Sons and Daughters Productions in Toronto, on its Facebook and YouTube pages.