SickKids Foundation conducts campaign
The Toronto-based SickKids Foundation has begun a fundraising campaign featuring actor Ryan Reynolds. Developed in-house, the campaign consists of a print ad that describes a 2014 meeting between Reynolds and a patient at the hospital named Grace when Reynolds was receiving a star on the Canadian Walk of Fame. In part, the copy reads, “Ryan believes that meeting Grace was the real reason he was there that day,” and goes on to describe his past work for the foundation. The SickKids Foundation works to raise funds for The Hospital for Sick Children in Toronto.
“This ad is more than a thank you message,” said Andrew Hart, creative director at the SickKids Foundation. “Working with Ryan, we’ve learned how compassion and empathy drives his life. Our goal with this project was to tap into that thought and encourage others to follow his lead by using their talents to make the world a better place.”