SickKids Foundation begins superhero campaign
The Toronto-based SickKids Foundation has begun a new fundraising campaign that compares the children who receive treatment at the Hospital for Sick Children in Toronto to superheroes. The campaign, developed by JWT Canada, began last month with an event at a Toronto movie theatre. The audience began watching what appeared to be a trailer for a superhero movie, only for the trailer to be interrupted by a video about a five-year-old boy named Antonio who was treated for leukemia at the hospital. The video ended by revealing that Antonio was in the theatre that night.
"Our team found a great insight about these kids, and brought it to life with a wonderful thought that really puts things in context," said Brent Choi, chief creative and integration officer at JWT. "Because there's nothing more powerful, and in turn empowering, than the real and raw emotion of an unscripted moment."
The campaign also makes use of a website at <http://www.sickkidsfoundation.com/together> and social media activities.