Case Study: SickKids Foundation builds support for Precision Child Health with Citizen Relations

SickKids Foundation drives 52M+ earned impressions with Citizen Relations

The SickKids Foundation faced the challenge of raising funds for its revolutionary Precision Child Health (PCH) care, a tech-first healthcare concept that was poorly understood by the public. With charitable giving down 40%, they needed to make this complex idea relatable to inspire donations. Citizen Relations was engaged to develop a campaign.

Citizen Relations created an experiential campaign called "Addy's Crystal Ball," which centered on the story of a real patient. They placed a large, foggy crystal ball outside the hospital that slowly cleared to reveal a message, generating massive curiosity and media attention. This solution by Citizen Relations drove significant results, including over 52 million earned impressions, securing coverage in all major Toronto outlets, and attracting 9,557 new monthly donors, which was 26% over their goal and represents a lifetime value of $7.7 million.

SickKids Foundation