There was one thing that the kids at the Janeway Hospital had in common (apart from being sick, of course).
They had to wear pajamas every single day until they were well enough to leave.
But what if sick kids weren't the only ones in PJs. What if these kids could see their friends and family wearing pajamas. What if a whole province wore pajamas for a day to show support and raise money.
We created Jamarama Day for everyone in Newfoundland to go to work or school wearing their pjs. In the first year, the campaign raised 300% over target.
And my agency M5 Communications won its first ad awards in thirty years.