SickKids Foundation


Brand Identity & Event


SickKids Foundation had begun a working notion of embarking on their very own fundraising walk. The hospital, foundation, board of directors, staff, patients, families and friends all came into consideration. To realize the vision of what could be. Creating a movement to change behaviour for mankind. Taking the brand beyond the hospital walls. Into the hearts and minds of all Canadians. Representing the belief that anyone can be the hero of their life story.

The challenge was that SickKids had less than six weeks to create and execute a fundraising idea. Our solution was “the Great Camp Adventure”: a FUNdraiser that connects with donors’ inner child. We created a 20 km “camp-themed” audio-visual challenge, and encouraged people from 0-99 to participate. The ultimate goal was to raise funds to support hospital initiatives. With the Great Camp Adventure, we took SickKids to completely new space, attracting 1,400 participants, and raising a total of $1.4 million.



Allison Erdeljac led this project in 2013, while she was working at The Collective / Raw as Creative Director.

Art Directors: Taps Das and Fabio Nagarano

Copywriters: Leanne Bolton and Rita Yunger Linder

Designers: Corey Pearce, James March and Mike Zurek

Web: Geek Oracle

Photographer: Eric Forget