The BC Children's Hospital Foundation has begun a campaign intended to raise funds for the construction of a new children's hospital. The initiative, developed by Dare Vancouver, focuses on the lack of space at the existing facility. The creative makes use of optical illusions to depict patients and medical personnel in cramped conditions. The campaign consists of television, radio, out-of-home, print, online and mobile advertising. It will run until the end of March. "We were in the middle of our capital campaign and needed a message that would resonate with potential donors at all levels, opening the door to conversations regarding the need for a new hospital," said Stephen Forgacs, director of communications for the foundation. "Dare seized on a simple truth about our hospital, that we've run out of space, and leveraged that to design some very compelling creative."