Since its launch in October 2016, the SickKids VS. campaign has been a landmark in the marketing and advertising landscape – not only among the charitable sector, but in comparison to other marketing campaigns currently on the market, period. Yet this landmark marketing campaign for Canadian philanthropy came with its own sets of challenges familiar to all fundraisers and charitable-sector marketers – how to find something new and ambitious, navigate stakeholder feedback and secure buy-in, secure media, and most importantly – how to take a risk.

Learn the importance of investing time, resources and budget in:

  • Brand building
  • Stakeholder engagement
  • Campaign integration

Noelle de la Mothe

Director, Direct & Digital Marketing

SickKids Foundation

Noelle de la Mothe joined SickKids Foundation in 2008.  In her role as Director, Donor Acquisition she has helped grow the Direct & Digital portfolio to over $33 million annually. Prior to joining SickKids, Noelle was Director of Marketing at Bell Canada. She also held various other roles within the Bell consumer marketing team including; customer relationship management, acquisition and marketing communications.  Her client-side background is complemented by her agency experience on Grey Canada’s digital team. Noelle received her BA from The University of Western Ontario and has a post-graduate diploma in Marketing Management from McGill.  Most recently, Noelle completed the Leadership Development Program at the Schulich School of Business. Noelle has led multiple award winning campaigns.  Some highlights include winner of Canadian Marketing Association (CMA)’s – ‘Best in Show’ and Direct Marketing Association’s Echo Award. She is an active member of the marketing community. Noelle is a regular judge for the CMA Awards and a past member of the CMA NFP council. 

Kate Torrance

Director, Integrated Brand Marketing

SickKids Foundation

After a 20 year career working for top tier advertising agencies, Kate Torrance made the switch to a client side role and now leads integrated brand marketing for SickKids Foundation. In her role Kate oversees a team of marketing managers and is responsible for the deployment of brand marketing and communications strategies to inform the creation of marketing content to support the various fundraising groups within the Foundation. Prior to joining SickKids, Kate was Managing Director at Zulu Alpha Kilo, an independent Toronto-based creative agency, where she led the client service teams and supported in operations.  Throughout her career, Kate has led national integrated advertising campaigns for top brands including Budweiser, Corona, Bell, Starbucks, Coca-Cola, and Quaker. Kate holds a Bachelor or Arts degree from the University of Toronto.