North York General Hospital - "What No One Tells You When You're Expecting"

Courage Inc Toronto, Canada

Awards

This ad is part of the ACT Responsible Collection

Brand: North York General Hospital
Country: Canada

Advertiser: North York General Foundation

Title	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.
Agency	Courage Inc
Campaign	What No One Tells You When You're Expecting
Advertiser	North York General Foundation
Brand	North York General Hospital
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