2024 Winner
GoldCommunity Building
SilverHealth and Wellness Education and Advocacy
SilverCampaign Led by PR
North York
General Foundation
"What No One Tells You
When You're Expecting"
Courage / Middle Child
General Foundation
"What No One Tells You
When You're Expecting"
Courage / Middle Child
North York General Hospital Foundation aimed to raise $32 million for a new birthing centre while positioning the hospital as a leading provider of labour and delivery care. Recognizing that many expectant parents still feel unprepared and alone despite the many pregnancy books available, it created “What No One Tells You When You’re Expecting,” which plays on the title of the pregnancy bible “What to Expect When
You’re Expecting.”
The campaign by Courage and Middle Child crowdsourced submissions to create a book that was filled with real, raw experiences and insights from parents, such as the fact that an epidural can make you itchy of that it’s normal if your baby comes out looking slightly blue or gray. The unique pregnancy guide was distributed in hospitals and sold on Amazon. Garnering over 6,000 submissions in the first month, the book became an Amazon bestseller, sparking national interest and increasing the Foundation’s donor email database by 300%.
You’re Expecting.”
The campaign by Courage and Middle Child crowdsourced submissions to create a book that was filled with real, raw experiences and insights from parents, such as the fact that an epidural can make you itchy of that it’s normal if your baby comes out looking slightly blue or gray. The unique pregnancy guide was distributed in hospitals and sold on Amazon. Garnering over 6,000 submissions in the first month, the book became an Amazon bestseller, sparking national interest and increasing the Foundation’s donor email database by 300%.
Credits
Agency: CouragePartner, President: Niki Sahni
CCO, Founder: Joel Holtby
CCO, Founder: Dhaval Bhatt
Partner, CSO: Tom Kenny
CD, Writer: Domenique Raso
CD, Art Director: Cindy Marie Navarro
Designer: Marina Khouzam
Executive Director of Development: Shannon Miller
Group Strategy Director: Rami Dudin
Account Director: Kat Ledgett
Account Executive: Darita Odobo
EP: Clair Galea
Print Producer: Sharon Langlotz
Producer: Rachel D’Ercole
Editor: Marcus Barrie
Client: North York General Foundation
President, CEO: Seanna Millar
President, CEO (former): Terry Pursell
Chief Marketing, Communications Officer: Ya Shan Waley
Chief Communications Officer: Janine Hopkins
Director, Marketing, Communications: Lori D’Amore
Sr Specialist, Digital, Graphic Design: Cody Brifoglio
PR: Middle Child
Managing Director: Sean Citrigno
VP: Gillian DiCesare
Account Manager: Sophia Naprawa
Senior Account Executive: Charlotte Hefner
Senior Account Executive: Madeline Seale
Account Executive: Courtney Eves
Illustrations: Hesty Reps
Illustrator: Emilie Muszczak
Managing Partner: Lisa Batke
Studio: MH Studio
Director Client Strategy: Phu Pham
Integrated Project Manager: Morgan Chan
Production Lead: Franco Piane
Graphic Designer: Matthew Senra
Graphic Designer: Jordan Orford
Printer: Flash Reproduction
Account Manager: Steve Frattaroli
Project Manager: Cathay Gario Kocevski
Video Production
Production Company: Westside Studio
Director, Photographer: Teaunna Gray
EP: Ellie Winston
Director of Photography: Santiago Trugeda
Key Grip: Andrei Ermolaev
Assistant Camera: Raihan Mobasherul
Digital Tech, Retouching: Will Cox
Production Company: Creator One Productions
EP, Director: Jordan De Guzman
Photographer: Joe De Leon
Cinematographer: Prince Balatbat
Transfer: Alter Ego
EP: Hilda Periera
Producer: Jane Garrah
Colorist: Lily Henry
Audio: Vapor Music
Managing Partner: Lindsey Bates
EP: Kailee Nowosad
Production Coordinator: Matilde Mata
Engineer: Ryan Chalmers
Media: Other, Outfront Media