BCCHF Campaign

BCCHF and Dare Vancouver pull heartstrings with new fundraising campaign

BC Children’s Hospital Foundation (BCCHF) has launched “A Sick Child Affects Everyone,” an emotionally charged awareness and fundraising campaign focused on the impact an ill or injured child has on loved ones.

Developed by Dare Vancouver, BCCHF’s creative agency of record, the campaign includes radio, outdoor, print and three 30-second TV spots airing on conventional channels in B.C.

The creative employs voiceover narrative to illustrate the emotional toll for family and friends of a sick child, utilizing scenarios such as a father watching his son’s childhood unfold at a hospital, and a sibling who is about to learn her little sister has been in an accident to drive its message home.

“Five hours and 32 minutes is a thousand years when your four-year-old niece is undergoing cardiac surgery. Every sound is magnified. Every door opened is a hope that it’s the surgeon with good news,” thinks a woman in “Waiting Room,” a TV spot focused on a sibling providing comfort to the parents of a child going through heart surgery.

Mia Thomsett, creative director at Dare, said data collected by BCCHF shows people are more likely to donate when they have a personal connection to a child in hospital, giving the agency the idea to highlight the heart-wrenching struggle of families in that position.

“We thought that’s something really interesting that we haven’t really seen before… and it’s obviously emotional to see a sick child through the eyes of someone else. It’s basically about allowing people to experience illness through the eyes of others, seeing through the eyes of aunts and uncles and parents what it’s like to have a sick child and allowing them to relate to what that might feel like.”

The campaign launched last week with the TV and radio spots, and print and outdoor ads are set to begin appearing in June.

“A Sick Child Affects Everyone” will run until the end of the year. Citizen Relations is handling PR and media space was donated.

Located in Vancouver, BC Children’s Hospital is the province’s only full-service acute-care hospital dedicated to serving children living in B.C. and the Yukon. Last year, more than 85,000 children were treated at BCCH.

Brands Articles

On The Move: Changes at IPG Mediabrands and Ari Agency

A weekly update of who's headed where in Canadian marketing and communications

Rogers forms Elevate to offer creative agency services

Company plans a data-centric approach to differentiate from competitors

Uniqlo dips its toes in Canada’s cutthroat retail sector

Japanese apparel retailer hopes its appeal-to-all business model appeals to Canadians

Former Bensimon Byrne director strikes out on his own

Hadi Teherany opens Adelaide Park to help connect sports stars with brands

Tim Hortons pays it forward

Coffee chain giving away 10,000 free coffees in 10 days

Manchu Wok contest aims for ‘share of mouth’

Wok of Fortune promotion sees higher participation levels in its second year

LG Canada partners with celebrity chef Chuck Hughes

Appliances maker hopes to inspire Canadians to cook like a chef at home

Tangerine releases followup to ‘Hard Work’ brand anthem

Online bank takes a more product-focused approach with new spot