Top Drawer Creative has become the AOR for the Mount Sinai Hospital Foundation’s five-year Campaign to Make Medical History.
This is the first time Top Drawer has worked with the foundation. Brian Gahan, executive vice-president and CCO at the agency, said someone had recommended Top Drawer to the client.
“It started as a warm introduction. We’re now in the process of building out the initial transformational, gift givers aspect of the campaign, with the objective of raising $500 million,” said Gahan.
“At this point, we’re developing customized, one-to-one marketing pieces for million-dollar supporters.”
Once the campaign reaches the public stage, its media mix will shift to include TV, print and radio.
Top Drawer will shoot a video fly-through of architectural renderings and models of the hospital’s current re-development. This footage will become part of a campaign video.
“It’s important to give donors a vivid vision of the future, and to make it come to life,” said Gahan.
Top Drawer Creative will be handling all aspects of the creative in-house, from media buying through to digital components. Gahan noted that the agency’s full-service capabilities are one of the things that attracted the foundation to it. “We may potentially partner with someone to do the video fly-throughs, which we’ll then take and build out into a campaign video. We’ll also engage programmers for the e-commerce aspect of the campaign,” said Gahan.
The agency’s creative material is awaiting approval by the Mount Sinai Foundation Campaign Committee. “As soon as everybody’s in love with it, it’s a go. It’s 90% there. Once it’s approved it’ll be rolling out very quickly,” added Gahan.
The fundraising initiative will support hospital patient care improvements and medical research.
