SickKids VS: Apathy - a transformational shift in brand strategy to attract new audiences and drive new levels of giving

In the fall of 2016, SickKids Toronto launched a new brand platform designed to make the community sit up and take notice. SickKids was poised to embark on the biggest fundraising campaign in Canadian health care history and needed to jolt potential donors, sitting on the sidelines, into action. The provocative SickKids VS campaign marked a significant strategic shift in how SickKids tells its story. This session will highlight the strategic insights that informed this bold leap and give an overview of how the campaign has been integrated across the organisation and how it has performed.

Learning outcomes

  • Learnings on successfully rallying an organisation with many stakeholders to act boldly
  • Disrupting a category to increase share of mind and share of wallet
  • Lessons in navigating controversy

Who should attend: C-level decision makers, marketers, strategists and communications leads


Lori Davison (Canada)
VP, Brand Strategy and Communications, SickKids Foundation
Daniel Shearer (Canada)
EVP & General Manager, Cossette