BC Children’s Hospital Foundation and DARE Vancouver have launched a new campaign to urgently raise funds for the construction of a new children’s hospital. The strategic challenge was to acquire major gift fundraising, while also getting to the bottom of ‘why’ a new facility is needed, and why it’s needed now.
The resulting campaign created by DARE Vancouver’s associate CDs Addie Gillespie and Mia Thomsett landed on the stark truth that the BC Children’s Hospital simply did not have enough space to perform the level of care required on an ongoing basis. A growing population, bigger operating teams, larger equipment and longer hospital stays are just some of the reasons why a new and larger site is required. To illustrate the issue, the DARE campaign uses optical illusions to visually bring the space shortage to life for potential donors.
To create the two broadcast spots, DARE teamed up with OPC FamilyStyle director Miles Jay, to create the illusions in-camera, without special effects. To achieve the optical illusion in the first spot, “Hospital Ward,” an Ames Room was created with all the walls and furniture built with skewed angles. In the “Operating Room” spot, a hallway was built that used forced perspective, an eight-foot ceilings at the far end and a five-foot ceilings in the foreground, to make it appear as though the people were getting bigger as they came towards the camera. Both sets were built in a large warehouse just outside of Toronto.
The campaign consists of TV, radio, out of home posters, print and online/mobile banners. The print creative shows hospital staff working in spaces that are half the size of what they truly need, and the media rich online banner ad urges users to complete a simple task – to check a child’s temperature by pressing a button. As they mouse over the ad, their cursor becomes excessively large, replicating the feeling of nursing staff who have little room to complete their jobs.