Proof of
What’s Possible
Beyond impact reports and impressive statistics, donors want to know their gifts make a difference in children’s lives. Cannonball realized that at St. Louis Children’s Hospital, patients are proof of what donor support can do.
We invited 15 patients and families, eight physicians and one four-legged friend (Casey the therapy dog) to star in this campaign, sharing “proof” stories that could speak directly to the ways donors make a difference.
Look & Feel
Creatively, the campaign was designed to feel alive, hopeful and optimistic, using bright, bold colors to reflect kids’ energy and joy.
For video and stills, we assigned each child to a different color background wall with the words “I AM PROOF.” We emphasized having the kids communicate directly to donors in each spot, and for photography to feature candid moments that show off each child’s personality.
Media Strategy
The campaign leveraged a comprehensive paid strategy, ensuring high visibility across broadcast, digital and community channels. Each outdoor execution, social post and print ad provided deeper insight into patient stories – proof of the scientific discoveries, research breakthroughs and world-class pediatric services made possible by generous donors.
Results
%
Increase in Total Revenue
%
Increase in Online Gifts
(Largest Number of End-of-Year Donations Since 2019)
