CHARITY FUNDRAISING
SITUATION
In 2014, Mount Sinai Hospital Foundation held their first ever Rock n’ Stroll, fundraising walk in support of their neonatal intensive care unit. Marshall Fenn was tasked to lead the advertising and media buy for the inaugural fundraiser.
The challenges facing this campaign were low awareness, a limited advertising budget and a narrow window of time to achieve donation and participation objectives.
RESPONSIBILITY
Collaborating with a team of creative, production and media directors I was an important member of the team helping ensure timelines and budgets were met for the multimedia campaign. I led advertising execution from concept development through to studio production and final trafficking. I was also active in media planning and strategy. This required being organized and maintaining a close relationship with Mount Sinai to gain quick approvals. I also followed Mount Sinai’s progress in donation and participation goals and kept our agency up to date.
The media strategy focused on the Toronto area and leveraged OOH, digital/social, radio and print channels.
Creative featured baby rock stars - David Bowie, Gene Simmons, Paul Stanley, Elton John to gain quick recognition in the crowded fundraising walk landscape.
RESULTS
Mount Sinai Hospital Foundation's fundraising goals were met and exceeded by 50%.
Visibility of Mount Sinai’s NICU was raised with Paul Stanley and Gene Simmons visiting Mount Sinai to show support of Rock ‘n Stroll at an official press event.