Do The Happy Campaign
With the non-profit marketplace aggressively battling for attention, causes don’t just put out campaigns anymore, they “own” calendar months. SickKids wanted to own one in the GTA too – for children’s health. The strategy? Create and implement a yearly, fully integrated and scalable fundraising education and awareness campaign in the month of May that galvanizes and rallies the GTA communities in support of children – by creating a happy movement.
We created a campaign that is aligned with the positivity of the SickKids brand, one that can rally public, sponsor and cause marketing participation. By asking Toronto to “Do The Happy” for SickKids the goal is to start a movement that will ultimately bring kids’ health issues to the foreground. The activation is designed to allow everyone to participate. Traffic is directed to the dothehappy.com microsite, where people can upload their “happy”, follow SickKids, share or make a donation.