SickKids Foundation is asking people why they believe in the hospital and its work, and encouraging them to share their answers through a new online tool at IBelieveInSickKids.com.
Storytelling is a huge part of what the foundation represents and a key theme in the hospital’s brand building, and the video-sharing tool reflects that, said Peggy Biggin, director of marketing, SickKids Foundation.
"It’s what we do everyday," she said. "We thought it would be wonderful to build a tool that engages our patient families and people who believe in the cause."
Six videos have been uploaded to the site since it launched last week. Hewitt Johnston Consultants developed the site. Users can also share their stories across social media sites like Facebook, Twitter and YouTube.
The tool coincides with last month’s relaunch of a TV and cinema campaign, featuring two JWT-created "storytelling" spots with parents of former patients sharing their success stories, and a brand spot featuring the tune "Lean on Me" that originally launched in 2005.
The hospital is supporting the tool through Facebook, Twitter and on SickKidsFoundation.com.
