Situation:

In 1986, Paul Newman built The Hole in The Wall Gang Camp.  A sanctuary where kids with serious illness could come, play, and forget about their
sickness for a little while.  

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As the years went on, what Camp provided grew... interacting in hospitals up and down the east coast (40,000+/yr), family engagement, bereavement programs, new sites across the globe, and partnerships with some of the biggest brands who all wanted to let kids 'raise a little hell'.  

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But, as Hole in the Wall grew, so did other philanthropic groups.  What once
was a category leader, was now part of the pack.  Participants, partners and donors had more options and Camp was a bit of a yester-year.  

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Opportunity:

We needed to rekindle the core of what Paul was creating for the next generation... fostering a sense of joy, playfulness, and freedom. 

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Strategy:

A lil' Vitamin 'C'amp is just what you need.

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Behaviors:

We took this strategy to heart...

• Starting with a complete rebranding (except for the iconic logo)... it wall all about the 'Sundance Kid'... new colors, type, photography, energy. 

• We launched a new website - driving an over 400% YOY increase in traffic.

• Social media connected with new friends... 

• Events tied to our core - Beantown Bash, Fandango, Camp Challenge...

• Even working to create a docuseries featuring the behind the fun of Camp. 

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Overall, this opened us up to connecting with a new audience of Campers, families, partners, and donors... all wanting to be a part of the joy that only Camp can create.