Canuck Place Light up Their Lives – www.canuckplace.org/lightuptheirlives
Every year during the winter holiday season, Canuck Place Children’s Hospice is lit up with thousands of lights. This annual tradition spreads joy and cheer to children and families who rely on Canuck Place programs and services through the holidays. The house has become a symbol of hope in the neighbourhood and the lights attract people from all over Vancouver.
This year, Canuck Place worked with hjc to transform this annual tradition into a signature holiday integrated campaign. The heart of the campaign lays in a microsite designed to get everyone involved in the lighting of the house.
Supporters are given the opportunity to donate to light up the house. With this, they become part of the annual tradition no matter where they live. Once a donation is made, the donor is able to fill out a message that appears on the homepage in a light icon and in the message centre.
In addition to the message donors can leave to the families and staff at Canuck Place Children’s Hospice, they are able to send eCards to a loved one. ECards are one of the main drivers to donate during the holiday season as it enables individuals to make a donation in lieu of a physical gift.
The homepage was designed to be interactive for a visitor. The holiday light icons rotate personal messages from donors, a rotating sponsor banner showcases all sponsors who also have the opportunity to write their own message and with each donation, the Light up their Lives light counter goes up. These interactive elements engage visitors to the website and create the feeling of participation in the lighting of the house.
To complement the microsite, an email series, online media, and partnerships with radio stations helps to drive individuals to the site. This new holiday campaign will help to enhance Canuck Place Children’s Hospice holiday giving and become a part of their annual holiday traditions.