Northern Lights gets DRTV work for Toronto children's hospital

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Northern Lights Direct Response has been named DRTV agency of record for SickKids Foundation, the fundraising arm of the Toronto-based Hospital for Sick Children. This adds to the agency's stable of nonprofit clients in the US and Canada, which also includes Children International, US Humane Society, Prison Fellowship and Trout Unlimited.

"SickKids is really a phenomenal brand and a pre-eminent hospital," said Ian French, president of Northern Lights. Designing DRTV creative for the organization, he added, is "about positioning them as such and really staying with the strong emotional stories that highlight both its great technology, but also the importance of research, specifically [for] illnesses like cancer."

Northern Lights will provide DRTV strategy, media planning and buying, creative and production services for SickKids Foundation. It will also provide "counsel on integrating TV with online marketing," French said.

Noelle de la Mothe, director of acquisition, annual giving for the foundation, said in a statement that its goal is to “build a long-term relationship with an agency to ultimately help us grow our donor base and maximize our ROI." She indicated Northern Lights was selected for both its experience in the nonprofit sector and its full suite of services.

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