SickKids breaks new brand campaign
The Hospital for Sick Children in Toronto has launched what it describes as the biggest brand campaign in its history. Developed by Cossette and called "SickKids vs. the greatest challenges in child health," the initiative focuses on raising awareness of the hospital and supporting its fundraising efforts. It includes four television commercials called "Anthem," "Grace," "Broken Hearts" and "Missing Home." The creative depicts the staff and patients of the hospital facing their days.
The ads will air in phases from Oct. 15 to the end of December. They will also be posted to the hospital's social media channels and a campaign website at <http://www.fundthefight.ca>. The campaign also includes print, digital, out-of-home and cinema advertising. Media planning and buying was managed by OMD. The website was developed in association with Deloitte Digital.
"The creative approach taps into a basic human truth about how people feel when they are engaged in a fierce battle," said Carlos Moreno, chief creative officer at Cossette. "In this case, we broadened the story to include all the people involved in the battle, whether you are a doctor, a researcher, a nurse, a parent or, most importantly, the kids themselves. Our intent was to change the tone of the story to make it more empowering and to provide hope that we are winning in this fight and that, if you donate to SickKids, you too can join in the battle. We wanted to get away from the story of the past and create a new rallying cry for the present and the future."