Case Study: Fondation Charles-Bruneau raises $1.7M for pediatric cancer research with Sid Lee's Tough Cookies campaign

Fondation Charles-Bruneau raises $1.7M with Sid Lee through Tough Cookies

The Fondation Charles-Bruneau, an organization funding pediatric cancer research, partnered with the vendor Sid Lee to create a unique fundraising campaign. Their challenge was to stand out in a competitive charitable landscape and find a new way to engage Quebec families in supporting their cause through their partner, the IGA grocery store chain.

Sid Lee developed the "Tough Cookies" campaign, which involved co-creating characters with childhood cancer survivors and turning their artwork into temporary tattoos sold at IGA checkouts. Each tattoo unlocked a new digital experience annually, including augmented reality, a mobile game, a search-and-find game, and interactive audio stories. This solution transformed charitable giving into shared family play. Over four years, the campaign raised $1.7 million for research, engaged over 80,000 players, and earned six major industry awards, proving Sid Lee's creative approach could deliver substantial impact.

Fondation Charles-Bruneau