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Holland Bloorview Hospital begins Baking Good campaign

Toronto-based Holland Bloorview Kids Rehabilitation Hospital has begun a new advertising campaign called "Baking Good." Developed pro bono by Havas Worldwide Canada, the campaign consists of television, digital out-of-home and online advertising, followed by print and radio advertising later this month, as well as a website at <http://www.bakingood.ca>. The creative uses child-like illustrations to depict the lives of children receiving treatment at the hospital. The intent is to change public perception of children with disabilities who have been "given lemons in life." The campaign also makes use of a branded cart that will distribute lemon squares to passers-by in downtown Toronto.

"The insight behind this campaign came from conversations with the families and the kids about how Holland Bloorview is far from a typical kid's hospital," said Helen Pak, CEO and chief creative officer at Havas. "It's a fun, positive and optimistic place, and as a result, the kids aren't what you would expect kids with disabilities to be. The notion that they were given lemons in life doesn't apply here. Through this campaign, we want to reclaim the term lemon as a positive metaphor for who these kids are and the possibilities they possess. As proof, we helped the kids start their own all-lemon bakery, Holland Bloorview's Baking Good."

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