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Optical illusions for fundraising: ‘we’ve run out of space’

Optical illusions for fundraising: ‘we’ve run out of space’

A growing population, bigger operating teams, larger equipment and longer hospital stays. That is the problem with the BC Children’s Hospital (Canada) and that’s why they started a fundraising campaign for a new hospital.
To illustrate the issue, agency DARE uses optical illusions to visually bring the space shortage to life for potential donors.

Stephen Forgacs, Director of Communications for the BC Children’s Hospital Foundation: “We were in the middle of our capital campaign and needed a message that would resonate with potential donors at all levels, opening the door to conversations regarding the need for a new hospital. Dare seized on a simple truth about our hospital, that we’ve run out of space, and leveraged that to design some very compelling creative.”



The campaign consists of TV, radio, out of home posters, print and online/mobile banners. The print creative shows hospital staff working in spaces that are half the size of what they truly need.

The media rich online banner ad urges users to complete a simple task – to check a child’s temperature by pressing a button. As they mouse over the ad, their cursor becomes excessively large, replicating the feeling of nursing staff who have little room to complete their jobs.
See a demo of the banner here.

The campaign will run through to the end of March 2013. For more information visit

The media rich online banner:


BC Children’s Hospital Foundation
DARE Vancouver
Additional credits:
Executive Creative Directors: Rob Sweetman, Bryan Collins
Associate Creative Directors: Addie Gillespie, Mia Thomsett
Art Directors: Addie Gillespie, Mia Thomsett
Copywriters: Addie Gillespie, Mia Thomsett
Agency Producer: Mike Hasinoff
Account Lead: Natalie Wu, Marcel Da Silva
Planner: Catherine Piercy

TV – “Hospital Ward”, “Operating Room”
Director: Miles Jay
Production Company: OPC FamilyStyle
Executive Producer: Harland Weiss. Donovan Boden
Producer: Tony Di Marco
Director of Photography: Andre Pienaar
Post Production: PosterBoy Edit, Toronto
Editor: Mark Paiva
Telecine: Alter Ego, Toronto
Colorist: Eric Whipp, Wade Odlum
Online: Crush, Toronto
Sound Design: Adelphoi Music, London
Voice-over Casting and Record: GGRP, Vancouver
Sound Mix: Koko Productions, Vancouver

Digital – “Cursor”
Production Company: We the Collective
Producer: Jeremy Burrows
Developer: Liam Egan
Photographer: Anthony Redpath
Retoucher: Paul Lang (The Orange Apple), Anthony Redpath
Print – ‘Operating Room,’ ‘Examination Room’
Photographer: Anthony Redpath
Retoucher: Paul Lang (The Orange Apple), Brett Simms
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