How SickKids Ditched Sympathy & Became a Fundraising Powerhouse
For years, SickKids relied on the same old playbook—sympathy-based messaging that pulled at heartstrings. It worked, but only with the same loyal donors. The problem? They had aggressive fundraising goals and needed to break into new donor segments—specifically millennials and men.
From Charity Brand to Performance Brand
Using Hotspex’s Map of Human Motivation, we discovered something game-changing: SickKids was perceived like every other charity: Genuine, sincere, real. But also… predictable, soft, and expected. That wasn’t enough to stand out. We needed to position the brand in a new emotional territory—one that wasn’t about passive compassion but about active, relentless bravery. From: Caring, nurturing, compassionate. To: Brave, passionate,
Campaign Execution: The “VS” Movement
The SickKids "VS" campaign didn’t ask for pity—it demanded action.
Sick children weren’t victims. They were warriors. Hospitals weren’t places of suffering. They were battlegrounds. Donors weren’t just giving money. They were joining a fight.
How it rolled out: A high-impact, 2-minute film that redefined SickKids' brand identity. Massive outdoor advertising that made the campaign unmissable across Toronto. An interactive online platform where donors could literally "pick their fight"—funding specific battles against childhood illnesses.
No more passive, depressing charity messaging. No more helplessness. Just action. Just fight. Just results.
The Results? Record-Shattering.
Biggest campaign in SickKids’ 143-year history. $57.9 million raised in just 3 months. Online donations skyrocketed by 695%. Average donation increased by 63%. Male & millennial donors increased by 12%.
The Takeaway: Reframe, Reposition, Revolutionize.
SickKids proved that when you reframe the emotional context of giving—from sympathy to empowerment— you don’t just raise money. You build a movement. This is what happens when brand positioning stops being passive and starts being powerful.
Want to transform your brand’s emotional impact? Let’s talk.
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