Sick Kids Foundation - 150th Birthday

Client: Sick Kids Foundation

In 2025, SickKids Hospital celebrated its 150th anniversary amid one of the toughest fundraising climates in decades. Charitable giving was at a 20-year low, donor fatigue was high, and economic uncertainty left Canadians emotionally disengaged. While SickKids’ long-running anthem had driven monthly donations in the past, new donors were no longer feeling compelled to act. The milestone required more than celebration, it demanded a unifying, year-long campaign that could cut through fatigue and drive both immediate and sustained giving.

Built on the universal truth that birthdays are a deeply human moments, the campaign asked: What gift is more meaningful than one more birthday? By tapping into a “birthday mindset,” SickKids made the milestone personal, shifting the focus from the hospital’s legacy to every child’s future. A fully integrated, emotionally led media strategy across cinema, TV, digital video, social, OOH, and performance channels drove exceptional results: 65.1% YoY revenue growth, 35.9% increase in donations, 13% growth in monthly donors, and 17% lift in one-time gifts, the most successful spring campaign in SickKids’ history.