By Jonathan Russell
The CHU Sainte-Justine Foundation is attempting to appeal to donors with an inspirational primetime TV spot as part of its “Grow Beyond” campaign, which first launched in 2023 and is the largest fundraising campaign ever undertaken by a single hospital in Quebec.
The latest spot, entitled “The Orange,” is part of the pediatric hospital’s larger strategy to diversify its donor pool to better reflect the diverse background of its patients across Quebec.
The foundation’s marketing blitz includes three videos with media placements, such as primetime TV slots, that will run until the end of October, as well as large-format displays and cinema ads. Created by LG2, the campaign features messages from patients and highlights real-life stories of children who benefitted from the care provided by the pediatric hospital.
Emmanuelle Ouimet, VP of communications and marketing with the CHU Sainte-Justine Foundation, tells Media in Canada’s sister publication, strategy that the scope of the TV spot is “something we’ve never attempted before,” with the three-minute spot telling a fairy tale-like story with animations reminiscent of children’s drawings.
The hospital’s media plan was designed to stand out in the highly competitive nonprofit space and cut through the significant ad spend across the province, Ouimet says.
“This [strategy] includes expanding beyond Montreal to engage communities across Quebec, ensuring that people see CHU Sainte-Justine as a hospital for all children and mothers throughout the province,” she says. “Additionally, as a francophone foundation, we aim to embrace Quebec’s linguistic diversity, ensuring our messaging resonates with both French-speaking and non-francophone communities.”
The CHU Sainte-Justine Foundation also leveraged digital strategies, like social media, email marketing and SEO. The campaign also includes targeted strategies to attract long-term relationships with both new and existing donors, supported by content that resonates with people at every stage of their journey with the hospital, the foundation says.
The CHU Sainte-Justine Foundation raises money to care for women and children at Sainte-Justine University Hospital Centre in Montreal, which is the largest of its kind in Canada.
This article was originally published on strategyonline.