Consumers were becoming trained to expect a specific tone and message from “cause” marketing. That training was leading them to ignore the multitude of pleas coming from every direction. In order for people to donate, they needed to know that they were supporting a winning organization, and that they could help achieve tangible results, even in the smallest amounts. People are far more likely to donate if they feel that an organization is on the cusp of something significant.
In order to attract a new set of donors, we decided to shift SickKids (Toronto's Hospital for Sick Children) from a “cause” brand to a “performance” brand in the same vein as major sportswear brands. We are winning, but we won’t stop until every kid is a healthy kid. The platform became SickKids VS The Greatest Challenges in Child Health.
SickKids VS: Undeniable