SickKids was in desperate need of a new hospital building but their Foundation was having trouble rallying donor support. Why was Canada’s most renown & beloved hospital unable to get Canadians behind their project? And how could we “seed the need” for a new hospital building?


A shiny brand image masked the truth - 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 building because they couldn’t imagine a prestigious brand like SickKids would be in such desperate need of a new infrastructure.   


“Seed the need” by dramatizing the gap between perception and reality at SickKids by revealing the lived experience of patients, their families, and staff.