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SickKids Foundation begins holiday campaign

The Toronto-based SickKids Foundation has begun a holiday season campaign called “The Brave List.” Developed by Cossette, the campaign depicts the bravery of the hospital’s patients and encourages consumers to donate. It includes a 60-seccond commercial, as well as an out-of-home display at the Distillery District in Toronto. Until Dec. 31, the names of approximately 400 patients will be projected onto a large chimney in the area.

“There’s a lot of pent up excitement and generosity around the holidays this year,” said Jaimes Zentil, executive creative director at Cossette. “So we thought, why not leverage that to get people to think about the kids who have to spend their time in the hospital? The “naughty and nice” list is something most people know about already. It gave us a good base to build our creative ideas off of, and plants the seed for different iterations in the future.”

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