BC Children’s Hospital Foundation – “Small is Mighty” Campaign
BC Children’s Hospital Foundation fundraises to provide children with excellence in health care beyond what the government supports. It supports BC Children’s Hospital, which is dedicated to treating youth fighting health battles. The Foundation has run many campaigns to raise funds for the Hospital, including the “Small is Mighty” campaign it launched in 2022 and continued to develop in the following years.
Here’s a recap of the marketing campaign that earned BC Children’s Hospital Foundation the BCAMA 2025 Marketer of the Year award.
The Challenge
BC Children’s Hospital Foundation has a strong record of fundraising success. However, the team knew that they needed to restructure their strategy to attract donors. Although the Foundation had several promotions circulating, they needed a better response and to convey a sense of urgency that would inspire people to donate. Meanwhile, the charitable market had become competitive and donor apathy had risen.
The Big Idea
In 2021, the BC Children’s Hospital Foundation’s marketing team reset the Foundation’s brand messaging to “Power the Possible” – a core drive to forge a deeper connection with the public in an effort to not only build trust in the Foundation, but to create urgency around becoming a donor. The “Small is Mighty” campaign was born from this mission.
The Campaign
“Small is Mighty” was designed to showcase that every problem can be tackled with even the tiniest first step forward. How one act of kindness can create a ripple effect of positive, long-lasting impact. It’s a reminder that even small donations can lead to big breakthroughs that can make all the difference for children needing medical treatment .
The Channels
“Small is Mighty” launched in fall 2022, visible via billboards, YouTube ads, transit stops, newspaper coverage, TV exposure, and cinema placement – marking several firsts for the Foundation.
The Evolution
The Foundation built off of the “Small is Mighty”platform, launching other campaigns: The Holiday campaign “I’ll Be Home” relayed a strong message to help kids get home to their families, while “League of Mighty” set out to educate Millennials and Generation X on the importance of donating.
The Results
“Small is Mighty” has been a remarkable success, helping drive a compound annual revenue growth of 13% for BC Children’s Hospital Foundation, a dramatic increase from the <1% average of the previous decade. The annual granting to the Hospital nearly doubled, increasing from $55 million to $100 million.
The campaign proved that even the smallest donations add up to powerful results.
The Recognition
In 2025, BCAMA awarded BC Children’s Hospital Foundation “Marketer of the Year” for the “Small is Mighty” campaign – an effective, long-term marketing strategy that continues to generate positive, measurable, life-changing results.
