HEART AND STROKE FOUNDATION OF CANADA
The Impact of Research
The Heart & Stroke Foundation needed to demonstrate the tangible, real-world impact of medical research. Sid Lee created a new 'Beats' platform to move beyond abstract concepts and create an urgent, emotional connection, showing donors how their support directly funds breakthroughs that save lives.
APPROACH
The strategy was focused on capturing unscripted, emotional truths. This led to a series of powerful films surprising pioneering researchers, like Dr. Lori West, with the very people their breakthroughs had saved. A comprehensive communications plan and a reimagined digital ecosystem were architected to deploy these films across high-impact channels, including LTV, CTV, and Cineplex Theatres, driving to a central landing page that acted as a campaign hub.
AUTHENTIC VOICES
To extend the hero films’ powerful theme, the digital and social activations were built entirely on authentic user-generated content (UGC). Real families, whose lives were saved by foundation-funded research, shared their own precious moments—dance recitals, new adventures, and quiet time with loved ones. This strategy humanized the breakthroughs on a personal level, showcasing the tangible, joyous impact of a second chance and reinforcing the urgent need for donations.
AGENCY
Sid Lee, 2025
EXPERTISE
Comms Planning
Digital Strategy
Based in Montréal, working worldwide.
© 2025