SickKids Foundation

Life Unpaused

Cossette sought to leverage content from the SickKids Foundation's 2014 campaign, which saw 45 individual stories about patients released over 45 days, to leverage donations in the 2015 pre-Christmas period. The campaign brought back six of those stories in videos, pausing them at a critical point and asking viewers to donate in order to keep watching. The strategy targeted millennials' difficulty with delayed gratification and increased likelihood to donate when they can see a direct impact.

The campaign saw a 20% increase in online donations from the previous year, with 2.7 million video views and 74.5 million media impressions.