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SickKids Foundation breaks new campaign

The Toronto-based SickKids Foundation has begun a new campaign called "SickKids Vs: All In." The campaign, developed by Cossette, is intended to raise funds for the construction of a new Hospital for Sick Children. The foundation describes the initiative as the largest health care fundraising campaign in Canadian history.

The marketing campaign begins with a video featuring 200 SickKids patients and siblings. It will break on television on Oct. 28, supported by digital out-of-home executions at Billy Bishop Airport and the Air Canada Center.

Additional elements will include print, digital, transit and poster ads, accompanied by social media activities as well as murals, projections and stencils on 75 walls in the Greater Toronto Area. A website has also been launched at <>.

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