Creating a Campaign Narrative
The St. Louis Children’s Foundation team wanted to launch a new giving campaign that would rally donors together to achieve their most ambitious fundraising goal yet.
In developing the overall theme, look and feel for the campaign, Cannonball drew on the unique capabilities that make St. Louis Children’s so special – the expertise of renowned WashU Physicians and research scientists, the emphasis on advocacy and community outreach and the expectation of compassionate, whole-patient care provided to every family who walks through the doors.
Stronger Together
Three words connected this narrative thread: Together We Will.
Because no one of us can grant every child access to the world-class care they deserve. But Together We Will.
The visual style of this campaign reflects the current hospital look, but has the ability to live beyond it. The blue photo treatment and vibrant accent colors were taken from St. Louis Children’s “ONLY” campaign – however, with different fonts, style executions and a more prominent display of colors, Together We Will can live on its own.
Streamlined Solution
Initially, the St. Louis Children’s team asked Cannonball for a physical folder and one-page flyers for each specific fundraising need. We saw the opportunity to create a dynamic campaign microsite, and pitched a new solution that would energize donors and give the team more flexibility to address new and changing fundraising priorities.
Our digital team worked alongside developers from St. Louis Children’s and BJC HealthCare to build a dedicated microsite from the ground up. The physical campaign folder and one-page flyers included QR codes linking to specific web pages, effectively streamlining the donation process and making the fundraising materials easily shareable.