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SickKids Foundation breaks new campaign

The Toronto-based SickKids Foundation has begun a new advertising campaign called “SickKids Vs: This Is Why.” The effort is part of the organization’s ongoing “Vs” campaign. It is intended to encourage donations to its fundraising activities for the construction of a new Hospital for Sick Children building in Toronto. The campaign, developed by Cossette, includes a two-minute television commercial featuring approximately 40 family members of patients and 25 staff at the hospital. This will be accompanied by a series of shorter executions focusing on specific patients and staff. The campaign also includes print, out-of-home and digital advertising in the Greater Toronto Area, as well as social media content. Media work for the campaign is being handled by OMD.

“Our goal was to shine a spotlight on what goes on behind the doors of the hospital, the life-or-death battles taking place every minute of every day that not everyone gets to see or appreciate,” said Craig McIntosh, executive creative director at Cossette. “This project was ever-evolving based on who we met at the hospital on-set and what their story was. We created a campaign that stayed true to the kids we were filming.”

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