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SickKids Foundation breaks Better Tomorrows campaign

The Toronto-based SickKids Foundation has undertaken what it describes as the most ambitious brand campaign in the history of the Hospital for Sick Children. The campaign, developed by JWT Canada, is called "Better Tomorrows" and makes use of the tagline, "Make their tomorrow as good as your today." It consists of 42 30-second television commercials depicting real patients and staff of the hospital. A different ad will air on conventional and specialty television stations each day until Dec. 21. Eight additional commercials will run in cinemas and online. The creative features the song "Fix You" by the rock band Coldplay, selected to represent hope for recovery.

"While many people are familiar with the hospital itself, most are not aware of the full scope of what SickKids does, or the breadth of care, research and learning conducted right here in Toronto, day in and day out," said David Estok, vice-president of brand marketing and communications at the foundation. "Most do not realize that we rely on community support in order to help the hospital provide extremely complex care for the most vulnerable members of our society, and to conduct innovative research projects that advance children's health care. Through the campaign, we hope to inspire people to make a gift to SickKids this holiday season so we can continue to help fund the critical work that happens here every day."

The initiative also includes print, online and out-of-home advertising, as well as social media activities and a website at <>. Media planning and buying for the campaign was managed by Mindshare.

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