Better Tomorrows
Award: Wood Pencil
Wood Pencil / White Pencil - Creativity for Good / Advertising & Marketing Communications - Not for Profit / 2015
The Hospital for Sick Children is a world leader in children's healthcare. But, during the hectic holiday season, it can be overlooked. To get people to take time out of their stressful days to donate, JWT Canada gave people a massive dose of perspective by showing what a sick child is going through that very same day. For nearly two months JWT and the Hospital for Sick Children ran a new ad every day to remind people what was happening in the hospital at that minute, each featuring a new patient. As viewers watched TV on 10 November, they learned how two-year-old Taylum was in need of a kidney transplant. Cinema spots and timely print ads in newspapers complemented the TV campaign. And a website was developed to house the daily spots and offer updates on patients. The campaign helped the hospital achieve over 88 million social media impressions. And, in December 2014, the hospital received the highest amount of donations for one month in the hospital's 42-year history.
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