The Hospital for Sick Children is a world leader in children’s healthcare. But like most charities, it can be overlooked during the hectic holiday season. We had to find a way to get people to take time out of their busy, stressful, tiring day to take notice and make a donation.

How?

By giving them a massive dose of perspective by showing what a sick child is going through that very same day.

For nearly two months we ran an ad every day to remind people what was happening in the hospital right that minute.

So as viewers watched TV on December 4, for example, they learned how 12-year-old Wahaab was literally in a 9-hour surgery to remove his colon cancer.

We also ran timely print ads in newspapers, we developed a website to house all of our spots, and we even ran ads in cinema before movies.

This campaign features 45 daily commercials, all using an acoustic version of Coldplay's hit song "Fix You".

Licensing for the song was graciously donated by the band.

The campaign helped the hospital achieve the most social media engagement they had ever seen – 88 million impressions. But the real success came by way of donations. In December 2015, the hospital received the highest amount in donations for one month in the hospital’s 42-year history, $37 million, exceeding the previous year by $8 million.