The future takes heart
The problem was revealed in a truly sobering statistic. In 2024, 93.3% of people who opened the Montreal Heart Institute Foundation's donation form hesitated, then left without donating. Almost everyone, at the most crucial moment, disappeared silently. Meanwhile, 94% of blog readers left without realizing the extent of the progress funded by the Foundation.
The mission, however, cannot wait. Cardiovascular disease affects everyone, directly or indirectly, and it was time to stop talking in clinical terms to people who are living their own human stories. The Foundation reminds us that nine out of ten Canadians over the age of 20 have at least one risk factor for cardiovascular disease.
Industries
Health, Non-profit organizationsWebsite
fondationicm.org
Building a relationship of trust
Our project stands out because we didn't simply rebrand and relaunch a website. We rebuilt a relationship of trust, with a clear strategy: to transform intention into action without reducing donations to mere transactions. Our guiding principle: to raise more donations, then nurture a lasting connection through our newsletter, events, and impeccable transparency regarding our impact. Clear annual reports allow major donors to answer the essential question: "What have you done with my money?"
This metamorphosis took place during a complete rebranding. The Foundation was shedding an image that was too cold, sometimes even "bloody," to rediscover an empathetic voice, closer to people. This new identity, championed by our branding team, gave us a responsibility: to ensure that every pixel served the cause, without compromising the rigor of a medical institution.
Louis-Philippe Mathieu, VP Digital at Cossette
The heart of the story was placed where it belonged: with the people.
A photoshoot presents the teams and professionals not as silhouettes, but as faces. Then, an immersive visual and auditory experience features a patient and her doctor telling the same story in two voices. We listen, we explore images within the intimacy of a home, we navigate at our own pace.
Here, we don't consume content: we enter a life, and the desire to offer support becomes natural.
Numbers that speak
Since its launch, the Foundation has experienced a significant shift. Traffic has increased by 16%, interactions leading to donations by 10.63%, and conversions related to charitable events by 32%.
These aren't just numbers: they represent a decrease in dropouts, mobilization of communities, and progress in research.
We started from an observation of a silent emergency.
And yet today we are delivering a brand platform where empathy, clarity and technology finally work in the same direction, so that giving becomes the simplest, and most human, gesture.
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Credits
Client: Montreal Heart Institute Foundation
Alain Gignac, Nathalie Rochette, Audrey Lacoursière, Joannie Tremblay, Flavie Laroque, Emile Bonetti
Agence: Cossette
Brand Creative: Richard Bélanger, Martin Bouchard, Anne-Marie Clermont, Alexandra Nolot, Isabelle Giguère, Florence Panneton
Digital Creative: Martin Bouchard, Sébastien Tremblay, Marlène Dulude, Fannie Deschênes, Tommy Vincent Mathieu, Louis Paquet
Brand Strategy: Daphné Brunelle
Digital Strategy & UX: Eric Deslauriers, Barbara Roque
Account Services: Malik Idrissi, Gaida Demotte, Sara Bodson, Alexandra Adénor, Maria Yazbeck
Web Development: Stéphane Demotte
Production House:
Septième
Production: Marc Desjardins, Adam-Gabriel Belley-Côté
Print & Digital Production: Natalie Desmeules, Cyril Donard
Copywriting: Annie Rousseau, Sophie Rhéaume, Chelsey Lam, Émilie Robertson
Direction & Photography: Bruno Florin, Alexi Hobbs
Editing: Bruno Florin
Sound Studio
Cult Nation