ROCHE MACAULAY LANDS SICK KIDS BUSINESS
By Adnews Staff
The Hospital for Sick Children Foundation has assigned the advertising work for two upcoming initiatives, the Sick Kids Miracle Weekend and the Teddy Bear Picnic, to Roche Macaulay & Partners of Toronto. The agency won the two assignments following an agency review conducted through the Institute of Canadian Advertising. One additional unnamed agency had been shortlisted. The Sick Kids Miracle Weekend is a revamped version of the hospital's Sick Kids Telethon. The televised fundraiser, which Roche Macaulay has worked on before, takes place June 2 and 3 and will be broadcast on CTV in Southern Ontario. Advertising support will include regional television, radio and print ads that will stress the importance of giving. The Teddy Bear Picnic, another fundraising event, will take place in September. Advertising for the picnic was handled in-house last year. Both events aim to increase public awareness as well as raise funds for research, equipment, programs and services.