Citizen Wins ‘Best Fundraising’ At PRWeek Purpose Awards 2025

Last week, the sixth PRWeek Purpose Awards took place, where Citizen Relations took home the ‘Best Fundraising’ award for their ‘Addy’s Crystal Ball’ campaign with SickKids Foundation. 

The PRWeek Purpose Awards recognize those campaigns that further authentic purpose and create meaningful impact through creative ideas. With submissions open to agencies, brands, public sector bodies, NGOs, and nonprofits, winning at this show is a great feat.

Citizen’s Addy’s Crystal Ball campaign helped raise a total of $7.7 million for SickKid’s Precision Child Health – a revolutionary approach to pediatric healthcare – 26% over the donation goal. The campaign was anchored in the story of 13-year-old Addison Hill, a real SickKids patient who was diagnosed with angiosarcoma, a rare, aggressive tumor. The campaign featured a 10 ft. crystal ball based on the one Addy gave her doctor when he couldn’t confidently answer the question “will I live or die?” The giant crystal ball, which has now found its permanent spot in Addy’s hometown, symbolizes the power of Precision Child Health: “When we see the future, we can heal the future”. 

The campaign has also been recognized at the ILEA Espirit Awards, Canadian Marketing Association awards and the 2024 Effie Canada Awards. 

Along with this campaign, Citizen was shortlisted in three other categories at the awards for:

• Best Diversity, Equity, or Inclusion – Vizzibility Booth (Molson)
• Best Use of Creativity – Vizzibility Booth (Molson)
• Best Advocacy – Gallery of Memories (Egale)

At the PRWeek Purpose Awards in 2023, Citizen’s ReclaimYourName.dic campaign for Elimin8Hate took home three awards, including the Best In Show award as The Most Purposeful campaign.