Background
Unlike most U.S hospitals, St. Jude Children’s Research Hospital is entirely funded by donations, meaning that the patients and their families never pay a cent — not for treatment, housing, food, or transportation. However, this comes at a price — the hospital needs to raise about $1bn each year to continue to operate. St. Jude asked the agency to help create an innovative way of using technology to break through the noise and reach new potential donors, while raising awareness of their important mission to end childhood cancer. So the idea was to do something that would achieve that, and would also hopefully benefit the patients currently in treatment, by making their experience at least a tiny bit less scary.
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