This entry features the centerpiece of Hospital Ste-Justine’s historic fundraising campaign: a 3-minute video telling the story of Juliette, a young girl who overcame a life-threatening tumor thanks to cutting-edge pediatric care. Unlike traditional fundraising videos, the Juliette video embraced a cinematic, poetic tone, using the language and the innocent vision of childhood to illustrate a true revolution in pediatric care. Through a child’s eyes, the story was crafted to proudly express that we are writing hope. It aired in prime-time TV slots — unprecedented for a long-form fundraising piece — and gained significant public traction. The video concluded with the powerful message: write hope for… reinforcing the deeply personal and ever-evolving nature of the campaign. Impact - 3-minute completion rate: 90% - Earned media value: 6X investment - Donations: +122%