Every minute, of every hour, of every day, 365 days a year, children are being treated at The Hospital for Sick Children (SickKids). As we go about our daily lives, we don’t often … read morestop to think about what these patients and their families are going through. As we eat our lunch, ride the subway or watch TV in the comfort of our own homes, a child at SickKids may be undergoing surgery, enduring chemotherapy to treat a life-threatening form of cancer or working with physiotherapists to rehabilitate following an injury. Part of the poignant empathy that is evoked comes from a recognition of the ordinary things that can so easily be taken for granted as the more than 100,000 children who are treated at SickKids each year spend time in hospital. The SickKids 2014 brand campaign, launched today, aims to tap into that emotion by inviting audiences to witness several SickKids moments that deliver a jarring dose of perspective in a touching way. The campaign, called ‘Better Tomorrows’, is centred on the tagline “Make their tomorrow as good as your today.” The 30-second commercials are set to the song “Fix You” by British band, Coldplay, chosen to represent the hope SickKids families have that their children will get better. Patients featured in the commercials are between four-days and 18-years-old with conditions ranging from cystic fibrosis to various childhood cancers to organ transplants. Many of these young patients are in active treatment and mustered all of their energy and courage to participate in the campaign to inspire the community to support SickKids this holiday season. Agency: JWT, Canada.
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