SickKids Alumni: Because Someone Gave Monthly

With the global pandemic causing the lockdown of public spaces, traditional face-to-face canvassing that has typically been done door-to-door or on the street has been unavailable to the hospital. This campaign was developed primarily for social media to recreate the familiar one-to-one approach of canvassing, and who better to deliver the message than SickKids Alumni who are here today thanks to the generosity of monthly donors.

The campaign launched across the GTA in a super bowl spot, as the more intimate alumni videos were released to social media and the monthly donors website. A shorter compilation story ran on social stories to drive to traffic to the videos and donation site. Augmented reality postcards were mailed out to key neighbourhoods which launched the videos of local alumni (almost as if they had mailed themselves to their neighbours).