Media as Part of an Integrated Multi-Channel Strategy Join SickKids Foundation’s marketing professionals as they walk you through their first-ever “Healthy & Happy” campaign. Launched in May 2012, this month-long campaign asked people to stand up and “Do The Happy” to give thousands of children a better chance at a healthy and happy life. With a large social media and digital component, the highly successful campaign had a fully integrated approach to fundraising.

1. Healthy & Happy
Forget happy, we’re ecstatic!
PRESENTED BY
Lori Abbott and Laura Bradley

2. Healthy & Happy
Overview
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3. Healthy & Happy
Goal
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4. Healthy & Happy
Objectives
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5. Healthy & Happy
Do The Happy
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6. Healthy & Happy
Advertising
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10. Healthy & Happy
Digital
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11. Healthy & Happy: Digital
Objectives
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12. Healthy & Happy: Digital
Objectives
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13. www.dothehappy.com
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14. Healthy & Happy: Digital
Objectives
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17. Healthy & Happy: Digital
Objectives
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18. Tactics
Fundraising
Awareness
Education
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19. Healthy & Happy: Digital
Event promotion
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20. Healthy & Happy: Digital
Happy Moments
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21. Healthy & Happy: Digital
Education messaging
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22. Healthy & Happy: Digital
Content schedule
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23. Healthy & Happy
Learnings
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24. Healthy & Happy: Key Learning #1
Buy-in from senior management
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25. Healthy & Happy: Key Learning #2
Cross-functional representation
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26. Healthy & Happy: Key Learning #3
Support to take a risk
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27. Healthy & Happy: Key Learning #4
Brand guidelines
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28. Healthy & Happy: Key Learning #5
Prioritization
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29. Questions?
Only 339 days until we
Do The Happy all over again

30. SickKids Foundation
525 University Avenue | Toronto, Ontario | M5G 2L3
www.sickkidsfoundation.com