SickKids Foundation prepares awareness campaign
By Adnews Staff
The Toronto-based SickKids Foundation is readying a new public education program intended to raise awareness of the issue of children's health in the Greater Toronto Area. The campaign, called "Believe," describes the need for support for children's health care, research and equipment. "SickKids is a national treasure, and our public education program highlights the exceptional care and people that make it such a uniquely important place," said Paula Roberts, the foundation's vice-president of strategic communications. "With this program we're reminding people that, while SickKids has made incredible strides in children's health, much more needs to be done, and that with the public's support and investment the possibilities only grow." The effort consists of television, radio, print and outdoor advertising. The creative depicts real patients and staff, who describe their appreciation of the hospital. The television commercial uses the Bill Withers song "Lean on Me," which doctors, nurses, researchers and patients sing as they engage in their activities at the hospital. The TV ads will air from Sept. 12 to Nov. 14. The print, outdoor and radio ads will run during roughly the same period. Also, a website has been constructed at <http://www.sickkidsbelieve.com>. The campaign was produced by J. Walter Thompson of Toronto.