The Heart & Stroke Foundation Canada is dedicated to fighting heart disease and stroke. The Foundation’s work has saved thousands of lives and improved the lives of millions of others.

The Heart & Stroke Foundation’s Ontario division wanted to develop a sub-brand for all its child-directed activities, and to improve the heart-health of Ontario kids.

Our challenge was to articulate the problem/opportunity in a new and compelling way: to provoke conversation around solutions, bring key stakeholders together and galvanise the community to action.

After a lengthy and collaborative creative development process, we developed the Spark Together for Healthy Kids’ initiative, which was launched province-wide.

The campaign kicked off with a viral animated video that ignited the Spark brand. We quickly followed this with a convention centre launch in Toronto, plus brand exposure in nationwide cinemas, newspapers, radio, oversized brochures, a microsite and online advertising.

To support the new brand identity, we developed specific Spark Graphic Standards Guidelines that would fit within the existing Hearth and Stoke brand identity and positioning.

Within a few short months, the total number of visits to the Spark website was 205,000 and the number of people who signed the Spark Manifesto was 85,000 …and growing.