After the Holiday season, Mother's/Father's Day is the most significant donation period for SickKids Get Better Gifts (GBG) program. While support is normally focused on the kids, this period gives us a unique opportunity to shine a light on how much the parents of these kids need our support as well.
Our challenge was to break through the clutter of Thanks Mom and Dad messaging during this period to present a different take on what it means to be a parent. Encouraging people to give a special gift that recognizes the daily fight waged by the parents at SickKids hospital.
We wanted to show the real life experience of being a SickKids parent. The everyday challenges, but also their incredible strength. There are moments where they give into pain, but always pick themselves up and are strong for the their kids and their families.
We wanted to give people the chance to show their support for these parents by making a donation - buying actual gifts.
The campaign was anchored by two emotionally powerful stories that launched the weeks leading up to Mother's/Father's Day. These videos aired on TV and in digital channels, delivering reach and establishing the emotional connection we know is critical to driving donation. The integrated campaign was rounded out with more conversion-based tactics.
It was SickKids first fully integrated approach to leveraging Mother's/Father's Day through the GBG program and generated the most donations ever for this campaign period.