Making people give a damn.
The driving force behind this campaign was getting people to care. A lot of organizations are in desperate need of funding. Step one is getting people to notice. Step two is getting them to care. Once that happens, receiving a donation is icing on the cake.
We tried to pair compelling imagery with copy that people could relate to. All photographs used were of actual Royal Columbian Hospital patients, with real life changing stories. The ads ran in a number of community and province-wide newspapers throughout their 150th year and beyond, and were also produced as banners (hung inside and around the hospital grounds), on-site billboards, website imagery, and roll-up banners for off-site events.
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