“We do not think of them as vulnerable; they are the powerful ones” – Day 3 at #IFCHolland
And so we came to the third and final day of #IFCHolland.
Actually, it was just one last workshop followed by a plenary session. This was probably just as well, as many of us were a little ‘tired and emotional’ - either from a hard few days of conferencing, or perhaps the revelries of the previous evening.
I’d heard a lot of good things about the 'SickKids VS' workshop, so made that my final choice. I was so glad I did. What a fantastic case study. Here’s my thread:
First up today, Daniel and Lori with a case study on the recent bold transformation campaign by @sickkids children's hospital in Toronto. Packed house for it!#IFCHolland pic.twitter.com/p29HCHhvqb
— Richard Sved (@richardsved) October 19, 2018
What was particularly fascinating about Lori and Daniel’s story was that they’d been inspired to overhaul their children’s hospital brand, despite their relatively successful fundraising.
There was no burning platform. But they knew that they needed to attract a wider audience (particularly younger and more male) to scale up towards their goal of building a new hospital.
What they came up with is iconic, anthemic, but also could become tailored and personal. Watch the launch film, below. It’s inspiring stuff.
I really appreciated the detail that Lori generously provided in terms of the response to their campaign. This is also outlined in Lesley’s thread, below.
PACKED room for @sickkids story at #IFCHolland #iwitot pic.twit