Holland Bloorview breaks Crushing It campaign
The Toronto-based Holland Bloorview Kids Rehabilitation Hospital Foundation has begun a new advertising campaign called "Crushing It." The campaign focuses on the work of the hospital in helping children with disabilities overcome barriers. The effort includes print, radio, television and digital advertising in various Ontario markets. The creative features the stories of three patients of the hospital. It also encourages consumers to visit a campaign website at <http://www.changeforkids.ca>. Sharing a video from the site via social media will trigger a five dollar donate to the foundation from sponsor Scotiabank.
The campaign, developed by Publicis Canada, will run until March 4. The initiative includes donated media from Rogers Media, Corus Entertainment, the Trillium Automobile Dealers Association, Metroland Media and the Aber Group.
"Our kids are confident, strong and determined and they are reaching their goals every day, whether that be taking their first unassisted steps, swimming in the pool or learning to play a guitar," said Sandra Hawken, president and CEO of the foundation. "We are so grateful for the team at Publicis and their production partners for developing this campaign that will help raise awareness about Holland Bloorview and to Scotiabank for their continuing support."