Shriner’s Hospital for ChildrenShriner’s and their patients Defy the Odds in every way possible.
The Challenge
Many Americans think of the Shriner’s as the guys with funny hats that drive those little cars. To thousands of kids it’s very different. For decades they’ve provided free care to kids with burns and other issues, free of charge. To continue doing that they needed an infusion of energy and a way to recapture the magic that had made them so successful.
Our Solution
Brand research pointed to a more energetic, optimistic identity and logo and a rally cry that all stakeholders could get behind. ‘Defy the odds’ was created to motivate donors and give everyone a sense of how hard these kids are fighting for the quality of their life and sometimes, life itself.
The campaign used broadcast, digital, print, direct mail, e-mail, and radio reset Shriner’s as a priority for donors and caregivers and families supporting kids in need. It also delivered a reminder of how inspiring these children are as they fight for the chance to live normal lives.
Campaign
Results
Donations had been falling 4% to 6% annually for four consecutive years before the campaign broke. Defy The Odds reversed the trend with donation totals rising 5% annually for the first three years of the campaign. The number of individual and institutional donors grew by just over 6%. Well above any industry standard.
