Holland Bloorview Hospital begins new campaign
The Holland Bloorview Kids Rehabilitation Hospital in Toronto has begun a new advertising campaign intended to counter social stigmas related to children with physical disabilities. The national campaign, called "Dear Everybody 2.0," includes a photographic gallery at the CF Toronto Eaton Centre shopping mall. The creative depicts children imagining what they will do with their future lives. The initiative includes television, radio, print, digital and out-of-home advertising. The campaign was developed by KBS Canada and uses media space from Rogers Media, Boom 97.3, CF Toronto Eaton Centre, Toronto Life, Adapt Media, NewAd, Branded Cities, IMA Outdoor and online ads from Aber Group. This is the second year of the promotion.
"Disability is the most cited reason for discrimination in Canada," said Julia Hanigsberg, president and CEO of Holland Bloorview. "In year two of the campaign, 'Dear Everybody' aims to break down these biases by putting kids in change of the campaign to tell us who they are through images, from storytellers to historians to a star in the making."