'Do the Happy' Campaign by Oxygen
2012 RGD SoGood Winner
The non-profit marketplace has experienced an aggressive battle for attention: causes don’t just put out campaigns anymore, they now own calendar months. SickKids wanted to own one in the GTA for children’s health. 



Client: SickKids Foundation

Creative Director: Alex Wigington

Designers: Jackman Chiu and Omar Morson

Writers: Andrew Payne and Alex Wigington



May was chosen due to the many events already taking place that month to support SickKids, a need to boost fundraising in the spring and no significant competition in the month. The main goals for the campaign were: to increase fundraising activity by 5%; to educate the community on SickKids’ role in the arena of children’s health; and to “own” the month of May in the GTA. This campaign reinforces the mission of the Hospital: Healthier Children. A Better World. The activation, “Do The Happy for SickKids”, offers a fun, emotional way to participate in this new children’s health movement. Participant badges, “I’m Doing The Happy”, identify support for the campaign. Traffic was directed to dothehappy.com, where people would upload their “happy”, follow SickKids, share and make donations. Fundraising increased by 5.6% in May with 43 new corporate partners and a title sponsor secured; direct marketing brought in almost 600 new monthly donors; the microsite received 55,193 unique page views and Facebook interactions doubled. SickKids successfully owned the month of May.


Non-Profit Category 2012