SickKids was in desperate need of a new building but was unable to rally donor support. Why? And how could we “seed the need” for a new hospital?
80% of our target audience assumed that SickKids was a state-of-the-art facility. Donors didn’t rally behind the need for a new hospital because the shiny brand image of the hospital was masking the cracks in the building’s infrastructure.
“Seed the need” by dramatizing the gap between perception and reality.