The Challenge
The Children’s Health Foundation of Vancouver Island came to us looking for support in building a campaign to strengthen awareness and brand recall of the Children’s Health Foundation in the minds of the residents of Vancouver Island and the Gulf Islands. The public at large does not realize how difficult a healthcare journey can be. It is especially difficult for a sick child and their family, and this is compounded when access to health care is limited due to geographical and financial circumstances. Our campaign goal is to inform and educate the public on the critical role that Children’s Health Foundation plays in the healthcare journey for hundreds of island kids and their families. If we can make an impactful connection with our audience, donations will grow.
The Work
To achieve this goal, we developed a brand campaign called ‘Journeys of Hope’ that included the stories of children and families that have been touched by the services offered by the Foundation. For the children and families that engage with the Children’s Health Foundation, what they experience really does amount to a physical, mental and emotional journey toward accessible health care.
“Journeys of Hope” is a positive and emotive call to action that invites the public to come along on these personal journeys—journeys of hope.
We have engaged 2 families so far and have captured their unique health journeys in video and photography. We spent the day with each of these families in order to develop content we could leverage throughout a 17 month long campaign. The footage from these videos have been edited into full-length (2 min) video as well as several 30 and 15 sec videos for greater flexibility with many more variations to come. Photography shot lists were also prepared and executed so supporting imagery could be captured during the time of the shoot for added efficiency and cost effectiveness.
We have taken a two day shoot and turned it into 17- months worth of content from:
• 25+ Pieces of social content, both static and video
• 7+ Short and long form video content for YouTube
• 3 Landing pages
• Bus wraps, back of bus and side of bus including interior bus creative executions
• 15+ Print assets
• 15+ OOH assets
• Collateral executions such as pull up banners, t-shirts, brochures, etc
