LHSF – Faces of Heroes Campaign
Role – Strategy / Creative Direction / Art Direction / Copywriting / Design
London Health Sciences Foundation (LHSF) is the charitable arm of the London Health Sciences Centre (LHSC) and through donations, strives to enhance the standard of care for patients.
AWARDS: CMA GOLD 2023
The Ask
Build a brand awareness campaign to increase donations by 15%.
The Strategy
We clearly defined their current target audience, identified newer ones, expanded their geographical reach, and built a robust, hyper-targeted campaign that reached those audiences on the platforms they frequented most. We photographed over 30+ actual donors and refreshed our ad creative consistently and strategically throughout the campaign to avoid fatigue.
The Results
We generated 22,000,000 impressions (282% above target), 169,000 website visits (282% above target) – all at $0.35 cost per click (75% below the industry average). But most importantly, we helped contribute to $31m in revenue (31% over the previous years).
The Work
Faces of Heroes Case Study Video (60s)
Broadcast
This spot was featured on the 6 pm and 11 pm news, YouTube and Meta platforms.
Static and Animated Digital Ads
We created over 350 digital ads that featured over 35 donors (Static and animated) for Google and Meta platforms.
Print and Digital Boards
Our print and digital board advertising featured alternative headlines that were contextual to each of our donors.
