SickKids has embraced its new strategy for connecting with multicultural communities. By using data and analytics, the foundation has been able to adopt a proactive approach to their fundraising campaigns, which includes using social media to increase awareness and soliciting speaking opportunities to publicize the hospital's important work. The data showed that one of the most effective ways to reach the Chinese community was by connecting with them through local events, which helped the foundation develop its marketing strategy. The foundation launched a Chinese website, held a “Radiothon” that highlighted the medical challenges of a three-year-old neonatal patient (dubbed a “patient ambassador”). SickKids also established a story bank for media features, offering first-person accounts of the hospital’s work from patients, doctors and researchers.