Every Donation Counts Double in Campaign for Montreal Children’s Hospital Foundation

Cossette’s new campaign for the Montreal Children’s Hospital Foundation that encourages Quebecers to make a donation, which will be matched thanks to the generosity of P.K. Subban.

From December 3rd to 31st, 2023, the Montreal Children’s Hospital Foundation (the Children’s), in conjunction with Cossette, will be running its Every Donation Counts Double campaign in support of the Foundation’s paediatric fundraising initiative. Rolled out in various media, including TV, OOH, print, web, radio and La Presse+, the campaign features former hockey star P.K. Subban and his foundation, who have pledged to match each donation, up to $250,000.

“At the Children’s, a bratty kid is a healthy kid,” says Lucie Pruneau, marketing director at the Foundation. “The generosity of P.K. Subban, a sports figure much beloved by Quebecers, has helped give young patients a chance to be little brats again.”

To make the fundraising mechanics as clear and engaging as possible for donors, the creative team created a visual universe around a piggy bank in the Foundation’s colours. The piggy bank, which represents the funds raised for young patients, is the leitmotif of the campaign.

“Nothing says both ‘children’ and ‘money’ like a piggy bank,” explained Jessica Fecteau, art director at Cossette. “Even in today’s world, it remains a universal symbol for kids and their parents. And we discovered that there are as many different types of piggy banks as there are kids!”