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Montreal Children's Hospital Foundation breaks Brats campaign

The Montreal Children’s Hospital Foundation has begun a new fundraising campaign called “Long Live Little Brats.” Developed by Cossette, the campaign supports the hospital’s first major fundraising effort in 28 years. According to the company, the theme of the campaign is for “the sickest children live their best lives and be their brattiest selves.” The effort includes a long-form video depicting the personal story of one patient with leukemia, set to a cover the punk song I Fought the Law by The Clash. The campaign also makes use of 30-second and 10-second execution for television and radio, as well as pre-roll videos, banner ads, print ads and out-of-home ads.

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