Heart and Stroke Foundation
Campaign Branding
Challenge
The Heart and Stroke Foundation of Alberta, NWT and Nunavut hosted a family social and health activity event at Lake Louise as part of its new fundraising initiative. The Heart and Stroke Foundation wanted to engage professional families and vigorous boomers to get active by participating in activities and wellness seminars.
The Heart and Stroke Foundation came to William Joseph with the working title, the Heart and Stroke Family Winter Wellness Challenge (The Wellness Challenge) and four primary goals for its 2012 campaign:
- Drive new participants, attracting family-oriented professionals.
- Capture the ski/mountain sport fundraising space.
- Capitalize on the multiple mountain sport opportunity for both the event and the brand.
- Create a link between the event and the mission.
William Joseph Thinking
William Joseph quickly determined that the Heart and Stroke Foundation of Alberta, NWT and Nunavut needed a compelling advertising campaign for the Family Winter Wellness Challenge. We aimed for a forward-thinking marketing approach that captured the relevance and urgency of the cause. We determined the Heart and Stroke Foundation of Alberta, NWT and Nunavut needed a creative campaign theme for the event, including key messaging, the creative theme and design components.
Results
We developed the “Death Defying Challenge”, a name and campaign theme that was easy to remember, relevant to both heart and stroke, and focused on multiple wellness activities and the actual challenge. It also had scalable meaning that could be applied to locations other than Lake Louise. Campaign elements included an event name, logo poster, ad campaign and poster.
