Children's Hospital Foundations begins campaign
Canada’s Children’s Hospital Foundations has begun a marketing campaign called “Join Their Team” in support of the Children’s Miracle Network. Developed by Fuse Marketing Group of Toronto, the campaign is intended to raise awareness of and funding for the charitable organization’s work supporting children’s health. It features 12 children from 14 hospitals nationally and highlights the impact that the hospitals and their staffs on them and their communities. The campaign consists of digital and social media advertising, including three 15-second pre-roll videos, a 60-second video and nine 30-second videos focusing on individual children. These are accompanied by banners.
“Our 2019 campaign is very different from approaches we have taken in the past in helping to raise awareness of the need to support children’s hospitals through our champions,” said Angie Ramalho, director of constituent experience and integrated marketing at the foundation. “We needed to address that potential donors are not fully aware of the impact their funding has and do not understand how CCHF/CMN/CHW help hospitals in Canada,” said Stephen Brown, a partner at Fuse. “Donors are unsure about what they are supporting so we focused on a clear emotional hook that’s articulated and celebrated in the creative.”