One million kids, including some of the sickest and most seriously injured, count on BC Children’s Hospital for specialized care they can’t get anywhere else. Donors are a big part of this, funding research grants, tech innovations, and new treatments and therapies.

BC Children’s needed a brand platform, identity system, and campaign that could elevate the extraordinary work that happens on their campus and stand out from all the other charities vying for funding.

The work needed to speak to all British Columbians in different ways at different times. Connect with a younger demographic—a group they’ve had a difficult time reaching—and engage the next generation of donors. Modernize BC Children’s brand look, tone, devices, photography direction and everything else except the logo. Flex to tell different stories, from sad or happy, to success and gratitude as well as inspire staff who were feeling burnt out after the pandemic.

Nothing groundbreaking or world-changing starts that way. It starts small. One child. One idea. One donation. One small step at a time, that grows into something big—something that can save lives. Inspired by real patient stories, with cameos from some of BC Children’s smallest patients, the film shows the resilience of the children, doctors, nurses, specialists, and researchers who show that small is mighty, every single day.

The staff activation drew the largest single hospital campus engagement client had ever seen, with over 2,000 hospital staff attending. The feedback from many staff and hospital campus leaders is that the platform has resonated with hospital staff in particular, during an extremely difficult surge of very sick kids. The campaign was a reminder that their individual and collective efforts matter, no matter how small they may feel on some days. There’s even a waitlist of over 600 staff who have requested Small is Mighty T-Shirts.

Campaign Results:

63% campaign recall in younger audiences (18-34);

Breakthrough creative resonance; 68% rated campaign 8/10

25% rated campaign 10/10

+ 42% web traffic;

+ 118% social followers;

+ 47% likelihood to donate;

+ 26% increase in individual donations* from British Columbians.

* Percentage increase in donation revenue from digital and direct marketing streams compared to the same period last year.