Challenges

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SickKids has run a very successful "SickKids VS" campaign in the mainstream. However, the Chinese community has a lot of uniqueness, such as demographics, exclusive channels, and cultural differences. A merely simple translation of the original campaign would not work efficiently.

Our Strategy

 

To reach and resonate with our targeted audience, the young Chinese families, we helped SickKids partner up with local Chinese brands/businesses to spread the good cause. We designed six limited-edition SickKids teddy bears with unique uplifting campaign messages written on the bear's hoodies. Each bear represents a true story about a little patient from the Chinese community. People could collect the six bears through partner businesses' fundraising events in the whole month of September. The campaign will both raise the money and help to drive traffic to local businesses.

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We adapted the SickKids VS campaign and took new photos with real patients and made new designs that are more appropriate to the Chinese culture. Other than the traditional media, TV, radio, newspapers, OOH, we also utilized social media channels and some channels that are exclusive to the Chinese, such as WeChat, RED App (小红书), and influencers, to spread out the message across the whole community.