Sick Kids Digital Campaign Concepts

•

Two digital campaign proposals for Sick Kids focused on promoting the new Sick Kids Research & Learning Tower that was under construction at the time. The objective was to increase donations by utilizing the digital realm. Our concepts showcase the tower in new creative ways that help make donors feel more involved and inspired to give.

Concept 1:

A Look Inside the Tower

This concept invites potential donors into the tower, allowing them to see each floor online as it’s being built in real time. The micro-site allows them to take a look around, with 3D click & zoom UX features. They are able to choose specific materials and equipment that they can contribute their donation toward.

As floors are constructed in real-time, they're also “virtually constructed” on the micro-site. Available objects appear in random areas of each floor, which donors can purchase by donation and they can choose to have their name appear or remain anonymous. Emails would be sent to donors to keep them updated on the progress and thank them for their ongoing generosity.

Concept 2:

The Power of Words

This concept allows potential donors to contribute hopeful statements that translate to donations. Through a variety of media, people are encouraged to type a personalized message which is then translated to a monetary value, Ex: $1 for each character used. “I hope for the day when no child has to spend their childhood in a hospital” equals $74 donated.

Rather than simply giving money, donors contribute with meaningful and hopeful words that will become part of a special collective, inspiring hope for the future of all sick kids.

Facebook Application:

The Facebook application will open with a playful kinetic typography animation explaining how it works. As a message is typed in, the character counter adds up your donation. They watch their message turn into a typographic animation as it digitally becomes part of the Research and Learning Tower, showing their donation is visually helping to build the tower.

At any time after that, they can go back to the site and find their contribution within the collective. Notifications will be shared through their newsfeed, notifying friends and encouraging them to take part.

Selected typographic statements will be incorporated into the tower permanently as well. Transparent vinyl stickers on glass and within elevators, large posters in the lobby or stairwell etc. The statements act as a constant positive reminder of the goals we are working toward – building a world-class research facility that will positively change the future of all sick kids.

Digital Billboard:

A digital billboard will be updated in real-time, showing messages and the corresponding donation that real people have contributed. Every message would be followed by a call to action.