After six years of rallying to raise funds for the new SickKids hospital, this was our most successful campaign ever. We acquired $74,576,000 in total campaign donations. We also achieved the highest number of monthly donors since we launched our fundraising goal—totaling a lifetime value of $13,158,180. The success of this campaign put us on track to significantly surpass our goal of raising $1.5 billion by March 2023 to build an epic new SickKids.

10.6K new monthly donors, +51% above plan

$13M est. the total lifetime value of monthly donations

$75M in total campaign donations

SickKids is more than just a hospital. It’s a place of legends.

For the 2022 SickKids House of Legends campaign, we set out to redefine what it means to be a legend, adding patients, doctors, nurses, and researchers to the definition. Our campaign was inspired by their heroic stories and iconic moments from the hospital's history. All to remind people what a pillar SickKids has been for the community for over 150 years and how a new hospital will house all the legends yet to come.

Since the launch of our fundraising campaign in 2016, we have shown Canadians that SickKids was fighting the battle against childhood illness and that they were winning. We showed that winning took grit, guts, and determination to stare down illness and that, ultimately, sick wasn’t weak – it was strong.

By 2022, nearly 1 in 6 Canadians were inspired to donate to SickKids, but there were still those we had yet to move. Further, only 49% knew that funds were needed to build a new hospital.

In our final year, to fundraise for a new hospital, we needed an emotionally compelling idea that doubled down on SickKids’ winning position, shined a light on the institution itself, and served as a bookend to our campaign.

It was time to rally those potential donors still sitting on the sidelines of our fight against childhood illness and ultimately finish what we started.

The House of Legends campaign ran across various placements, including Broadcast Television, OOH, OLV (YouTube), Cinema, Social (Facebook & Instagram), CRM, Digital, and an OOH takeover of the Billy Bishop Toronto City Airport. The campaign was live across Ontario, with a large portion focused on the Greater Toronto Area.

It ran from October 3rd, 2022 - December 23rd, 2022. The specific timeline for each tactic is outlined below:

Broadcast TV: 10/2022 - 12/2022

Print OOH: 10/2022 - 11/2022

OLV (YouTube): 10/2022

Billy Bishop OOH: 10/2022 - 12/2022

Cinema: 10/2022

Social: 10/2022 - 12/2022

After six years of rallying to raise funds for the new SickKids hospital, this was our most successful campaign ever. We acquired $74,576,000 in total campaign donations. We also achieved the highest number of monthly donors since we launched our fundraising goal—totaling a lifetime value of $13,158,180. The success of this campaign put us on track to significantly surpass our goal of raising $1.5 billion by March 2023 to build an epic new SickKids.

10.6K new monthly donors, +51% above plan

$13M est. the total lifetime value of monthly donations

$75M in total campaign donations