Cornering for a cause
SickKids is Canada's most research-intensive hospital and the largest centre dedicated to improving children's health in the country. The Policaro Foundation was created to provide much-needed support to SickKids Hospital to enhance innovation and build the capacity for Canada’s primary fetal cardiac diagnosis and treatment centre. To date, the Foundation has raised over $1 million since the Policaro Fetal Cardiac Fellowship was founded in 2018, and the team here at 7 Communications is proud to have played a key role in the strategic planning and seamless delivery of the Foundation’s largest charity event.
Background
The Policaro Group is one of Canada’s leading automotive luxury retail groups.
In 2018, the Policaro Foundation established the Policaro Fetal Cardiac Fellowship as a way of investing in the future of the youngest and most vulnerable. The Foundation was created to provide much-needed support to SickKids Hospital to enhance innovation and build the capacity for Canada’s primary fetal cardiac diagnosis and treatment centre. SickKids is Canada's most research-intensive hospital and the largest centre dedicated to improving children's health in the country.
Since 2021, 7 Communications has supported Policaro Group and the Foundation in the strategic planning and seamless delivery of their largest charity event – the Policaro Foundation Track Experience.
Challenge
Raising funds in the current climate is a challenge, and the need to do it within a tight budget that optimizes the charitable donation is always going to be the priority.
Having worked on projects with the Policaro Group since 2009, we know first-hand their commitment to offering a luxury-integrated automotive experience that consistently prioritizes customer experience. Providing the most exhilarating and customized experience for all guests within the available program budget to create viral momentum becomes the next greatest challenge.
Thirdly is the need to seamlessly honour the volume of stakeholders, many of them volunteers. Each are committed to shape this project (at the end of their workday) in the months leading up to event day. Each playing a pivotal role to deliver the very best guest experience.
Challenge
Raising funds in the current climate is a challenge, and the need to do it within a tight budget that optimizes the charitable donation is always going to be the priority.
Having worked on projects with the Policaro Group since 2009, we know first-hand their commitment to offering a luxury-integrated automotive experience that consistently prioritizes customer experience. Providing the most exhilarating and customized experience for all guests within the available program budget to create viral momentum becomes the next greatest challenge.
Thirdly is the need to seamlessly honour the volume of stakeholders, many of them volunteers. Each are committed to shape this project (at the end of their workday) in the months leading up to event day. Each playing a pivotal role to deliver the very best guest experience.
Solution
It’s no surprise that a luxury automotive dealer group would want to create a track day to raise funds for a great cause. With a full takeover of Canadian Tire Motorsport Park each year, the Policaro Foundation Track Day now provides a range of on and off-track experiences and activities over the course of the day.
On-track experiences include getting behind the wheel of the latest Porsche product with a professional driver, or for those that desire it, purchasing a package to exercise their own supercars on the Grand Prix track alongside the Porsche Canada professional drive team.
Off-track activities include never-ending culinary experiences, race simulators, golf simulators, photo booths, and an incredible live and online-accessible silent auction.
As great as the programming has become, the pinnacle of each Foundation Track Day Experience has been hearing from the doctors and patients whose lives will be forever changed because of impact made by the Policaro Foundation.
Results
$1 million has been donated since the Policaro Fetal Cardiac Fellowship was founded in 2018, with over 300 guests contributing $236,787.60 during the most recent event—an exceptional result for a truly exceptional cause.
raised since 2018
raised during the most recent event
