Laura Bradley & Lori Abbott, SickKids Foundation

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Media as Part of an Integrated Multi-Channel Strategy Join SickKids Foundation’s marketing professionals as they walk you through their first-ever “Healthy & Happy” campaign. Launched in May 2012, this month-long campaign asked people to stand up and “Do The Happy” to give thousands of children a better chance at a healthy and happy life. With a large social media and digital component, the highly successful campaign had a fully integrated approach to fundraising.

Healthy & Happy
Forget happy, we’re ecstatic!

PRESENTED BY
Lori Abbott and Laura Bradley

Tactics
Fundraising

Awareness

Education

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Healthy & Happy: Digital
Event promotion

19

Healthy & Happy: Digital
Happy Moments

20

Healthy & Happy: Digital
Education messaging

21

Healthy & Happy: Digital
Content schedule

22

Healthy & Happy: Key Learning #1
Buy-in from senior management

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Healthy & Happy: Key Learning #2
Cross-functional representation

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Healthy & Happy: Key Learning #3
Support to take a risk

26

Healthy & Happy: Key Learning #5
Prioritization

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Questions?

Only 339 days until we
Do The Happy all over again

SickKids Foundation
525 University Avenue | Toronto, Ontario | M5G 2L3
www.sickkidsfoundation.com

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