When SickKids Foundation created the “VS” platform, it stopped acting like a charity and took on the persona of a fierce performance brand. The idea was to show the incredible work SickKids does to help recruit a new and younger generation of passionate donors. The media strategy was informed by the question: “What would a performance brand do?” So, working with OMD, SickKids set a powerful tone by creating a “VS” wave across the city. First, the team launched an anthem spot, “Undeniable,” during a broadcast of the Maple Leafs home opener, as well as on the jumbotron in the ACC. Overnight, the city was blanketed with OOH, digital TSAs and streetcar wraps. SickKids even wrapped the hospital with creative featuring the patients as the campaign heroes. On Twitter, the team also invited people to tweet their personal fight, as well as share the video and start the #SickKidsVS conversation on social. In total, $57.9 million was raised in just three months.