The Count

SickKids Foundation · 2025

Brand: SickKids Foundation Agency: FCB Canada Charities & Nonprofit2025

8 awards: Cannes · Clio Health · London International Awards · ANDY Awards · +4 more

AI Overview

Fight for Every Birthday reframes SickKids' 150th anniversary as a patient-centered campaign showing real children training like athletes for their next birthday. It cuts through donor fatigue by anchoring to a universal insight—not every child gets to celebrate their next one—and reversed Canada's 20-year charitable giving decline with a 286% YoY donation lift in three weeks.

Strategic insight

The insight shifts focus from institutional milestone to personal stakes: every child deserves their next birthday. By repositioning a hospital anniversary as a fight for individual futures rather than historical achievement, the work rekindles donor urgency in a climate of pessimism and declining charitable giving.

Business Result

In three weeks, the campaign drove a 286% year-over-year increase in average donations and a 49% lift in donation intent. More significantly, it reversed a 20-year decline in Canadian charitable giving, achieving an 18.98% increase in one-time donation volume.

Earned Reach

The campaign generated 103 million earned media impressions across 189 pieces of coverage in its first three weeks, demonstrating organic reach and PR lift that extended the message far beyond paid channels in a short window.

AI Overview

Strategic insight

Business Result

Earned Reach

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