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Mount Sinai Hospital begins Rock 'n Stroll campaign

Mount Sinai Hospital in Toronto has begun a new advertising campaign called "Rock 'n Stroll." The music-themed initiative, developed by Marshall Fenn Communications, promotes an event that will take place in September to raise funds for the hospital's work with high-risk childbirths. The out-of-home campaign depicts infants wearing the make-up and costumes of rock stars, including Gene Simmons and Paul Stanley of Kiss, David Bowie, Elton John and Slash of Guns 'n Roses. The campaign include transit, billboard, poster and print advertising. Additional media will be added as the event approaches.

"We're very grateful to the music legends who so quickly agreed to the use of their iconic images for this signature event for Mount Sinai," said Jamie Lamont, director of events at the Mount Sinai Hospital Foundation. "The response from the public has been great. The images tell everyone that this is a different kind of event, with a bit of an attitude and a real sense of fun."

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