The Janeway Children’s Hospital

MULTI-YEAR COMMUNITY MOBILIZATION INITIATIVE

The Janeway Children's Hospital
CHALLENGE

Develop a compelling program to resurge the Janeway brand in Newfoundland and Labrador and turn around stagnating donation levels.

UNDERSTANDING

The Janeway had lost relevance in the Province with an abundance of higher profile charities coming on stream and promoting themselves heavily.

INSPIRATION POINT

As the only children’s hospital in the province, the Janeway is not just for sick kids, but for all our kids—this became the powerful insight to drive everything.

RESULTS

26% increase in donations in year one. Further increase of 17% in year two. Original song broke Top 100 on iTunes. Virally propelled video hit ~100,000 views

WORK PORTFOLIO