2018 Winner

SickKids Foundation

Air Time

Cossette

GoldBest Use of Media - Best in Audio

Many people don’t know that cystic fibrosis (CF) is the single most common fatal genetic disease among Canadian children. To raise awareness during CF month, SickKids and Cossette created the radio-driven “Air Time” campaign. The twist? Instead of buying its own media, the team approached big brands like Telus, Hasbro, Mercedes-Benz and McDonald’s to donate their own airtime for ads that featured real SickKids’ patients who are suffering from the disease. The spots played during morning and evening commutes and listeners could also donate money at SickKidsAirTime.com to help find a cure. Without spending a single dollar on media, the foundation received one million impressions from ads.

Credits
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

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