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SickKids Foundation conducts television campaign

The Toronto-based SickKids Foundation has begun a television advertising campaign called "Where Courage Lives." The fundraising initiative consists of an infomercial developed by Northern Lights Direct of Toronto. It relates the story of a child leukemia patient to encourage consumers to join the foundation's Miracle Club of monthly donators. "DRTV has been an effective medium for growing our monthly donor base to support our mandate," said Noelle de la Mothe, director of direct marketing for the foundation. "We want viewers to see how their dollars impact children with life-threatening illnesses and their families."

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