Hospital for Sick Children breaks new campaign
The Hospital for Sick Children in Toronto began a new brand and fundraising campaign today called "Together We Will." The creative consists of a series of vignettes called "I'm a SickKids kid" featuring prominent Canadians who are former SickKids patients. These include actor Sarah Polley, Toronto Symphony Orchestra conductor Peter Oundjian, singer-songwriter Hawksley Workman, spoken-word artist and author Sheniz Janmohamed and business executive Arthur Labatt. The campaign also features 20 current patients between the ages of three weeks and 15 years, as well as a call to those who have been treated at the hospital to share their own stories. The campaign, developed by JWT, will run in Toronto for seven weeks. Media planning and buying was handled by Maxus. Campaign elements include a seven-panel free standing insert, six executions to be installed at approximately 100 transit shelters in the Greater Toronto Area, three 60-second and three 30-second radio commercials, as well as five newspaper ads. In addition, a 60-second video produced by Sons and Daughters will be distributed through social media sites. In it, doctors and researchers describe their dreams for improving treatments and curing childhood diseases. "With 'Together We Will' we are calling on the community to join us and invest in the future of children's health," said Ted Garrard, president and CEO of the SickKids Foundation. "The generosity of our community is what makes SickKids one of the most respected children's health centres in the world through our clinical care, teaching and research."