St. Joseph's Health Care Foundation
Whole Lotto Love
Project Overview
Hidden Z was tasked with completing a full creative overhaul of St. Joseph’s Health Care Foundation’s staff 50/50 lottery, designed to re-energize participation and strengthen emotional buy-in.
Grounded in a simple but powerful idea—Win Big. Give Bigger.—the campaign reframed the lottery as a shared win, highlighting both the personal reward and the collective impact on patient care. By pairing a refreshed visual identity with authentic photography of real staff members and past winners, the work made the possibility of winning feel tangible, relatable, and close to home.
From creative strategy and branding through art direction, design, and photography, the campaign brought clarity, warmth, and momentum to a program built on community, generosity, and impact.
- Creative Strategy
- Branding
- Art Direction
- Graphic Design
- Photography
- Client Details
- St. Joseph's Health Care Foundation
- 2025
- www.sjhc.london.on.ca/foundation
Campaign Identity
The brand was thoughtfully evolved to retain familiarity while aligning more closely with the Foundation’s broader identity, with a refined hierarchy that brought the 50/50 lottery to the forefront.
Real People. Real Wins.
Custom photography featuring actual staff members and past winners was central to the campaign’s success. By showcasing real faces and real stories, the work helped staff visualize themselves winning while reinforcing the credibility of the program and the shared impact behind every ticket.
Proven Results
Tickets were fully sold out within two hours of launch! The overwhelming response led to the creation of a ticket waitlist, prompting the Foundation to explore opportunities to expand and grow the program to meet continued demand.
Hidden Stats
Our Success in Numbers: Proven Results
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4.9/5 Customer Satisfaction
Client saw brand perception improve significantly.
A Campaign That Delivered
The Whole Lotto Love campaign demonstrates the power of strategy-led creative grounded in real people and real impact. By combining a clear campaign idea with thoughtful branding and authentic storytelling, the refreshed 50/50 lottery reignited engagement and delivered measurable results for the Foundation. The success of the campaign has positioned the program for continued growth while strengthening its connection to the people it supports.
