SickKids Foundation

SickKids Foundation - The Great Camp Adventure Walk

SickKids Foundation (SKF), on behalf of The Hospital for Sick Children in Toronto, Ontario, is the largest charitable funder of child health, research, learning and care in Canada.

The Collective, along with our strategic division RAW and INTENT Media, worked alongside SickKids Foundation, to lay the groundwork and chart the course for a new family-friendly FUNdraising event, The Great Camp Adventure.

Sick Kids - Website

The brand identity and new creative were unveiled in a multimedia campaign that spoke to and connected with the kid in you. The first flight of The Great Camp Adventure was created to build brand awareness. The second, more tactical flight of advertising continued with a focus on increasing registrations and fundraising dollars.

The Great Camp Adventure has proven it is here for the long run. Assuring initial success by securing a multi-million dollar commitment from Canaccord Genuity, their presenting sponsor, before the event had even signed up a single registrant, based solely on event creative.

Sick Kids Foundation - Event photos

We worked with The Collective to develop and carve out a unique territory for our newest Signature walk event at the time. The Collective led us through a collaborative up-front Insight and Discovery engagement that led us to the whitespace opportunity that eventually became The Great Camp Adventure Walk. In Years 1 and 2 of the Walk, The Collective was our creative partner, bringing the event to life both in marketing as well as on event day. The foundation they helped create has led to the ongoing success of this event, and has served as a springboard for where this event goes next!

Mark Jordan

Director, Digital Projects

The inaugural event took place with over 1,400 camper participant walkers, camp crew and volunteers, who raised a total of over $1.3 million.

The Collective was retained again to refresh the creative campaign and all event day collateral for the second Great Camp Adventure Walk, a family adventure to benefit SickKids. Interest and FUNdraising proved even more successful as the event continued to build momentum with additional corporate sponsors, over 2,000 participants and $1.8 million raised in its second year.

Sick Kids Foundation - Participant photo