BC Children’s Hospital went with an external media buyer for the first time ever for its latest campaign, marking a key change in the foundation’s marketing efforts.

Created by 123w, “Small is Mighty” aims to show not just the resilience of its patients, but how many small actions – including donations – can add up to a big impact. It enlisted OMD as a media agency on the campaign, the first time it enlisted someone outside of its own organization.

“As we looked to launch this new brand platform, one of our major objectives was to break through the noise in a way that would enhance the power of the planned creative,” says Surina Sproul, VP of marketing and communications at BC Children’s Hospital Foundation.  “We knew this would take thoughtful consideration of the right placements to amplify the power of the message through a creative approach to channels.” 

Sproul said working with OMD enabled the organization to leverage the agency’s expertise and utilize new media placements that would pack an emotional punch and reach the 25- to 55-year-old target demo. The plan includes cinema pre-show during winter blockbusters like Wakanda Forever and Avatar, as well as large format transit station murals on Vancouver’s SkyTrain system.