What No One Tells You When You're Expecting
This ad is part of the ACT Responsible Collection
- Marca: North York General Hospital
- País: Canadá
- Anunciante: North York General Foundation
| Título | What No One Tells You When You're Expecting |
| Brief | In 2023, North York General Hospital Foundation set an ambitious goal to raise $32 million for a new birthing center, despite fierce competition from major fundraisers like SickKids Foundation and the University Health Network in Canada's most competitive fundraising city. To differentiate themselves and expand their donor base, they identified a key insight: many expecting parents feel unprepared and alone due to the clinical and impersonal nature of traditional pregnancy books.Leveraging this, they created "What No One Tells You When You're Expecting," a unique 150-page book featuring real experiences and personal anecdotes from parents, illustrated to be relatable and human. They promoted submissions through social media, outdoor advertising, and in-hospital placements, receiving thousands of stories in the first month.The book debuted at No. 1 on Amazon's Pregnancy & Childbirth bestseller list and became the No. 1 Most Gifted book in the category. The campaign exceeded objectives with a 300% increase in donor leads, gaining 15.3K new donor emails, and attracted attention from major media outlets. |
| Agencia | Courage Inc |
| Campaña | What No One Tells You When You're Expecting |
| Anunciante | North York General Foundation |
| Marca | North York General Hospital |
| Fecha de primera difusión/publicación | 2023 / 5 |
| Sector Empresarial | Instituciones/Organizaciones no gubernamentales |
| Sinopsis | Birthing Services |
| Medio | Case Study |
| Audio | Vapor Music Group |
| Responsable de la creación | Dhaval Bhatt |
| Responsable de la creación | Joel Holtby |
| Chief Strategy Officer | Tom Kenny |
| Director creativo | Domenique Raso |
| Responsable de conceptos / redactor | Domenique Raso |
| Director creativo | Cindy Marie Navarro |
| Director artístico | Cindy Marie Navarro |
| Designer | Marina Khouzam |
| Group Strategy Director | Rami Dudin |
| Director de cuentas | Kat Ledgett |
| Productor ejecutivo | Clair Galea |
| Productor de la agencia | Rachel D'Ercole |
| Montador | Marcus Barrie |
| Técnico Digital | Cody Brifoglio |
| Illustration | Hesty Reps |
| Productor ejecutivo | Ellie Winston |
| Colorista | Lily Henry |
| Ejecutivo de cuentas | Darita Odobo |
| Marketing Communications | Ya Shan Waley |
| Chief Communications Officer | Janine Hopkins |
| Marketing / Communications Director | Lori D'Amore |
| Illustrator | Emilie Muszczak |
| Managing Partner | Lisa Batke |
| Client Director | Phu Pham |
| Director de proyectos | Morgan Chan |
| Director de proyectos | Cathay Gario Kocevski |
| Productora | Westside Studios |
| Director/Photographer | Teaunna Gray |
| Productora | Creator One Productions |
| Executive Producer / Director | Jordan De Guzman |
| Productor ejecutivo | Hilda Periera |
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