SickKids - VS

In 2014, I left the advertising agency world to join SickKids Foundation in their mission to rebuild Canada's largest children's hospital. As Director of Content, I formed an internal creative mini-agency to help elevate the way the world sees charitable giving. We shifted our ask from "Help Us" to "Join Us" and gave the City of Toronto and Canada something to rally behind. But more importantly, something to fight against - The Greatest Challenges in Child Health. We were prolific in solving business problems, executing ideas from strategy to final output. We were nimble, writing, filming, post production, social media management, we did it all. Our message struck a chord and in my seven years creative directing, raised over $1.5 Billion in donations. Go for a visit, the new hospital is built.

SickKids quickly became the top charity in Canada, appearing everywhere and in every feed. If you had money to donate, SickKids was where you gave. And give did they ever! In 2019, we closed a donation of $100 Million from Mr. Peter Gilgan. It is the largest single gift in SickKids' history (and in Canada at the time) and led to the construction of a new patient tower.

We established a connection with Ryan Reynolds, by jumping aboard a viral pop culture moment - Remember when Hugh Jackman pranked Ryan into being the only party goer wearing an ugly Christmas sweater? We turned that moment into a relationship that is still generating donations.

To match the campaigns energy, we needed to inject new life into the dated "walk-a-thon" fundraiser. We created SickKids GetLoud - a march filled with fun and games all culminating in the first ever SickKids Music Festival. From route planning, sponsorship, signage, promotion, etc. all the way to execution - we did it all.