2019 Winner
SickKids Foundation
Airtime
Cossette
SilverPublic Service - Radio Campaign
To drive donations for cystic fibrosis (CF) research and treatment, SickKids worked with radio stations and their advertisers to give airtime over to their fundraising efforts. Children with CF narrated ads that began with “This is supposed to be an ad for McDonald’s…” for example, and then explained that the radio airtime had been donated to SickKids. Listeners were directed to a dedicated online portal that collected donations of both money and airtime. The drive was successful even though there was no media spend.
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Associate Creative Director/AD: Jonathan Guy
Copywriter: Simon Rogers
Agency Producer: Erica Metcalfe
Account Director: Andrea O'Donnell
Group Account Director: Melissa Levenberg
VP, Client Leader: Tishan Canagasaby Technical Director: Sukh Gill
Communications Manager: Tanya Black
Production House: Pirate Toronto
Director: Tom Eymundson
Executive Producer: Maggie Blouin Pearl
Media Agency: Cossette Media
SVP, GM Canada: Brooke Leland
SVP, Buying: Diane Devries
Broadcast Investment Manager: Ivona Richert-Hugo
Media Buyer: Brianna Gilmour
Media Agency: OMD
Managing Director: Jammie Ogle
Client: SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Director, Public Relations: Sandra Chiovitti
Associate Director, Community Stakeholder Relations: Lisa Charendoff Marketing Manager: Tina Tieu-Lafrance
Associate Creative Director/AD: Jonathan Guy
Copywriter: Simon Rogers
Agency Producer: Erica Metcalfe
Account Director: Andrea O'Donnell
Group Account Director: Melissa Levenberg
VP, Client Leader: Tishan Canagasaby Technical Director: Sukh Gill
Communications Manager: Tanya Black
Production House: Pirate Toronto
Director: Tom Eymundson
Executive Producer: Maggie Blouin Pearl
Media Agency: Cossette Media
SVP, GM Canada: Brooke Leland
SVP, Buying: Diane Devries
Broadcast Investment Manager: Ivona Richert-Hugo
Media Buyer: Brianna Gilmour
Media Agency: OMD
Managing Director: Jammie Ogle
Client: SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Director, Public Relations: Sandra Chiovitti
Associate Director, Community Stakeholder Relations: Lisa Charendoff Marketing Manager: Tina Tieu-Lafrance