HOSPITAL FOR SICK CHILDREN RUNS PILOT PROJECT OVER GIFT GIVING SEASON
By Adnews Staff
The Hospital for Sick Children Foundation is testing a new fundraising initiative this holiday season. Two two-minute direct response television commercials will break Monday on Citytv, MuchMoreMusic, Country Music Television and Prime. Running nationally for four-weeks, the spots will encourage potential donors to join the monthly giving program The Miracle Club. The Foundation will gage how the public responds to the spots, said Shannon Grimm, communications specialist for HSC. Both spots feature actor Paul Gross of Due South. One spot tells the story of a six-year-old leukemia patient receiving treatment at the hospital. The other features young patients, parents and staff in a montage format set to the song "All Through the Night." Although donor support does remain strong, the foundation is looking to recruit committed monthly donors whose ongoing support will enable HSC to meet increased needs, said Liza Jerome, senior development officer at The Hospital for Sick Children Foundation. The commercials were produced by Eagle-Com Inc. of Toronto.