2019 Winner

SickKids Foundation

Air Time

Cossette

SilverPublic Service: Original idea

SilverPublic Service: Partnering

SickKids and Cossette took another targeted approach that moved people to donate to the foundation's cause, this time with radio.

“Air Time” encouraged companies to donate a portion of their radio advertising to spread the word about what SickKids is doing to fight Cystic Fibrosis. Hasbro, Telus, Mercedes and McDonald’s participated in the campaign (which won a Silver Original Idea and Silver Partnering award), with the team creating four radio ads, showcasing each partner and narrated by SickKids patients.

Credits
Agency: Cossette
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi Associate Creative Director/AD: Jonathan Guy
Copywriter: Simon Rogers
Agency Producer: Erica Metcalfe
Account Director: Andrea O'Donnell
Group Account Director: Melissa Levenberg VP, Client Leader: Tishan Canagasaby Technical Director: Sukh Gill Communications Manager: Tanya Black

Production House: Pirate Toronto
Director: Tom Eymundson
Executive Producer: Maggie Blouin Pearl

Media Agency: Cossette Media
SVP, GM Canada: Brooke Leland
SVP, Buying: Diane Devries
Broadcast Investment Manager; Ivona Richert-Hugo Media Buyer: Brianna Gilmour

Media Agency: OMD
Managing Director: Jammie Ogle

Client: SickKids Foundation
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Director, Public Relations: Sandra Chiovitti
Associate Director, Community Stakeholder Relations: Lisa Charendoff Marketing Manager: Tina Tieu-Lafrance