1 in 4 Canadians have experienced the life changing impact of RMHC Canada or know someone who has – a powerful indicator of the profound connections it creates among us. Yet, fully grasping the significance of RMHC Canada’s role in communities and understanding why donations matter remains a challenge.
With charitable giving among Gen Z and Millennials on the decline due to affordability, RMHC Canada needed to find a way to establish emotional relevancy and drive donations from an increasingly cost-conscious target.
We set out to unite Canadians with a unique way to make supporting RMHC Canada a tangible and relevant cause, establishing 3 key campaign objectives: see a 150% lift in web traffic during the campaign period, meet or exceed impressions target of 26 million, and match RBC Insurance’s $250,000 donation through active engagement.
Introducing Moments That Count, a campaign that helped turn meaningful moments into donations to RMHC Canada. We brought it to life with an infinite scroll website that intricately compiled every story shared into a one-of-a-kind collection. For each moment shared, RBC Insurance would donate $5 – giving Canadians a new way to donate, connect and express their support.
The campaign look & feel was inspired by the most precious gift of all – time – and the moments of connection that RMHC Canada’s mission fosters. The collection of moments was made up of a series of concentric circles made up of dots and dashes representing moments of significance, both short and long, within all families. The circles acted as frames to “hug” in tight on the connection seen in the photography and UGC we utilized throughout.
We seeded the campaign through social, CRM, digital ad units and 3 pop-up photobooths staged during significant times for families (i.e. Family Day and March Break). We created emotional relevance through impactful and relatable Canadians stories that helped foster a powerful community connection and inspired Canadians across the country to engage with RMHC in an unprecedented way.
Canadians understood the assignment, sharing thousands of moments and sparking a new conversation on the importance of being together and the impact of RMHC Canada.
We surpassed all targets, with an impressive 357% increase in website traffic during the campaign period, including 77% of the total website traffic landing on our microsite alone. We also edged out our ambitious impressions goal for a total of 26,377,773 campaign impressions across all media, a 175% increase on previously set historical benchmarks.
Best of all? We united Canadians to match RBC Insurance’s $250,000 through active engagements, demonstrating the transformative power of connection for families with sick children.
