Colour has been working with the IWK Foundation since 2007. Since then, the company has helped the health centre design campaigns to expand public perception of the centre as being more than a world-class children’s hospital. A few years ago, polls of Maritime residents showed that 90% of Maritime residents regard the IWK Health Centre as a children’s hospital only. People weren’t aware of all the other services the IWK provides such as women’s health, primary health, mental health and addictions programs, and intensive, ground-breaking research.

“The IWK Health Centre is well recognized as offering exceptional and compassionate medical care for children,” says Account Lead, Sara Newman, “However, it’s much more than that. The Centre offers a full range of services across the Maritimes and that’s the image we’ve been evolving.”

The IWK Foundation engaged Colour to develop a campaign to raise awareness about all of the IWK’s service pillars. Recently launched, the campaign will run through the Winter and Spring of 2010.

The campaign takes many forms - TV, cinema, online ads, print, outdoor, as well as a new campaign microsite, www.iwkstories.com. The website introduces visitors to “Ambassadors” of the IWK, both internal (staff, volunteers) and external (donors, patients, and people involved with the IWK on a number of levels).