In this episode of Canadians Create, we go behind the strategy of data driven campaign which is also uniquely human. Toronto’s independent media agency, Cairns Oneil, helped SickKids Foundation celebrate its 150th birthday — and turned that milestone into record-breaking donations for the world’s #1 children’s hospital.
Chief Transformation Officer Robin Legassic and Managing Director Kelly Miller reveal how their team partnered with FCB Canada to transform a simple human insight — everyone has a birthday — into a nationwide giving moment. The result was a two-phase campaign called “Inspire & Act.” It began with an emotional film, The Count, reminding viewers that “every year is a gift,” then pivoted seamlessly to a direct, one-time ask: donate $150 for 150 years of SickKids.
Instead of competing in the cluttered year-end giving season, Cairns Oneil went to market in spring — defying convention and reigniting donor energy at a traditionally quiet time. Using their proprietary Awaken planning system, the agency mapped consumers across their physical, digital, and emotional worlds to target “birthday moments” with precision: Cineplex theatres (where families host parties), Pinterest (where parents search for celebration ideas), and Meta platforms for personal storytelling.
Data-driven retargeting connected emotional impact to tangible action, while earned media — including a massive public event at Toronto’s Nathan Phillips Square — amplified reach and reinforced trust.
The results were striking: historic donation levels for a low-donation season, no decline in recurring donors, and renewed national love for a hospital that’s inspired generations.
For CMOs in Toronto and brand leaders worldwide, this episode shows how deep consumer insight, contextual placement, and clean, emotionally intelligent strategy can transform charity marketing — and prove that purpose and performance can coexist beautifully.
