SICK KIDS' LAUNCHES INTERACTIVE CAMPAIGN
By Adnews Staff
The Hospital for Sick Children in Toronto is using what it is billing as the world's first interactive outdoor billboard to support its effort to raise funds for research. The billboard is in downtown Toronto and is covered with pictures of DNA strands. The headline says, "Finding disease-causing genes in DNA is 100,000 times harder than finding the white pins on this wall. We did it. Can you? Hint: Use the microscope." Two viewfinders are on the sidewalk in front of the wall. Passers-by can use them to scan the wall for the hidden pins. Each pin highlights one of ten genes discovered at Sick Kids. For example, beneath on pin it says, "1989: Cystic Fibrosis." The ad campaign also uses TV, radio, full page newspaper ads, subway posters and other outdoor billboards. The campaign was created by Ranscombe & Co. of Toronto.