What SickKids Foundation is Doing Right
It’s no surprise that SickKids has delivered yet another powerful campaign. With new advertisements taking over TTC walls and billboards in the Yonge-Dundas square, SickKids has intensified the VS platform they have used since 2016.
Their latest campaign shows that the fight is far from over. SickKids’ plan to raise $1.3 billion is still in the works, and now they’re asking “who is with us?” In partnership with the creative minds at Cossette, the campaign brings together roadrunners, fashionistas, chefs, cyclists, straight razors, and knockouts to join in on the mission.
Cossette is an integrated marketing communications company, with nationwide offices and 700 creative minds at work. Named agency of the year in 2016 and 2017, Cossette works to connect brands and people in unique ways.
Wondering why this has caught the eye of creative minds everywhere?
Creating Crews
“Our goal is to rally the GTA by creating crews, empowering people and bringing them together based on characteristics and passions that they share with others”, says Peter Ignazi, Global Chief Creative Officer at Cossette.
The vision behind this campaign is inspired by developing a sense of community within Torontonians. Whether you categorize yourself as a ‘road runner’, ‘fashionista’, or ‘chef, everyone is a part of the SickKids Crew. This means that no one is left behind in the mission to come together in support of children.
Influencer Strategy
This campaign is not the first (and definitely will not be the last) to use influencers. High profile Toronto personalities and influencers were seen coming together in this cause, such as Olympic sprinter, Andre DeGrasse, actress Torri Webster, and ET Canada host, Cheryl Hickey. With familiar faces to look forward to in this campaign, SickKids appeals to fans to support their favorite celebrities and idols by supporting this cause.
RMA x SickKids
Thinking about how YOU can join a crew and support SickKids in their mission?
The RMA has just released #IAMAMARKETER sweaters and MKT tote bags for you to rep your program, and help make a difference (as all proceeds go to SickKids)!
Shop here!
