2024 Winner

Motivating Canadians to donate during the holidays amid economic uncertainty and pandemic fatigue was a struggle for SickKids. Leveraging the insight that parents prefer dealing with mischievous kids over having sick children, the “Ryan Reynolds – Donate to SickKids 2023” campaign, by Maximum Effort, tapped SickKids’ celebrity friend Ryan Reynolds – along with Michael Bublé and Auston Matthews – to highlight the importance of helping sick kids return to their playful selves.

The campaign premiered on Ryan’s social channels and used paid ads, influencer content and sponsorships to amplify reach. Within 24 hours, the film garnered over 7.9 million views and helped raise $617,000 in four weeks.

Credits

Kate Torrance – Vice President, Head of Brand, Content and Communications
Roy Gruia – Director, Brand Marketing Management
Tina Tieu-Lafrance – Associate Director, Brand Marketing
Meighen Power – Manager, Integrated Brand Marketing
Taylor Huff – Manager, Public Relations and Stakeholder Management
Kylie White - Associate, Community Stakeholder Relations
Sandra Chiovitti – Director, Public Relations and Communications
Tania Kwong – Associate Director, Public Relations
Lisa Charendoff - External Consultant
Maximum Effort - Ideation and Creation
Really Original / Vancouver Film School - Production Company
Bryan Rowland - Director
Wally Feresten - Cue Card Artist