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OPPORTUNITY

The Foundation supports the needs of the Stollery Children's Hospital in Edmonton, Alberta. As a registered charity, they needed an awareness campaign to help stimulate donations. 

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Concept illustrations by Kris Friesen

METHOD

We broke away from the model of showing sick kids, which was typical for the Stollery (and many sick kids charities). Instead we created illustrated scenes where a child should be but is not. One spot showed a tea party with an empty chair where a little girl should be, with the tagline "Let's bring her home." The other spot showed a boy's room, tidy but empty, with a dog waiting beside the bed and the tagline "Let's bring him home." We ran the creative in newspapers, billboards, transit vehicles and more across the Capital Region. 

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Stollery_printad in newspaper tea party.
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In addition to the ads, we developed an online giving platform for donations, which was relatively groundbreaking for the Stollery at that time. To help maintain and improve donor relations, we also developed the first issues of Hero magazine, a quarterly publication that showcases some of the many exciting and inspirational things happening at the Stollery. 

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RESULTS

Millions of dollars were raised for the Stollery during the campaign.

New online giving platform supported fundraising efforts long after campaign finished.

Donor relations improved by Hero magazine which is still in publication today.