SickKids is a beloved Canadian brand with wide spread unaided and aided awareness. Ironically, the organization’s strong reputation created a misperception with prospective donors. Most thought that because the hospital was so well known it had all the money required to continue to be a leader on the world stage. Paula Roberts joined the SickKids Foundation Executive Team just as the organization had set a bold new goal of a 500 million dollar fundraising campaign. Her role was to reintroduce the brand to the market with the purpose of supporting the fundraising team in their outreach. The result was the SickKids Believe campaign that went on not only to win a Sustained Success Cassie Award for advertising results but, more importantly, it supported the doubling of annual fundraising revenues with significant progress made toward achieving the overall campaign goal.
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