SickKids VS Undeniable
 

As I mention on my Intro video above, this was one of the first "SickKids VS" ad campaigns that the SickKids Foundation produced.

It was so powerful and successful that it was featured in an article by Danai Lyratzi. You can see a portion of her article below

Danai Lyratzi

Communication, Media and Culture, ADandPR student at Panteion University. Photographer. Ad discovery workshop. Dare to challenge lab.

The «Sick Kids VS Undeniable» campaign, created by Cossette presents the patients of Toronto’s Sick Kids hospital as ultimate fighters in the most brilliant hospital ad. The implementation included prints, outdoor, cinema ads, digital, TVC and social media.




 

Background and context

During 2014–2015 there was another campaign with videos based on real stories of real patients. On 2016 Cossette created the «Sick Kids VS Undeniable» campaign to raise awareness concerning fundthefight.ca. The hospital relays on private donations to support their work and research. The main reason to believe was that science and technology help Sick Kids take on and win greater challenges and cure world’s most complex illnesses. Sick Kids is a conqueror of child health challenges.

The challenge

The main challenge of this campaign was to overcome the barriers of a traditional ad about childhood sickness and steer away from emotional stories of the past campaigns. They wanted to shift from a charity brand to performance brand and therefore Sick Kids’ biggest and most forceful campaign.

 

The goal

The main goal of the «Sick Kids VS Undeniable» campaign was to make people not to sit on the sidelines but fight, to find new donors and raise money, but also awareness. They aimed to inspire and provide hope. The target group was Canadian men and women, 25–50 years old, but mainly a younger demographic, based on the fact that today, young Canadians are more educated and aware of what’s going on. Young and older parents don’t want their children to lose their childhood. So, they were moved and then motivated by children basically losing their childhood in the hospital.


 

The message

Cossette managed to stand for the idea of toughness over tears. Sick children and their families are fighters and through the campaign, they call people to action, inviting them to join the fight, by funding the fight. The vibe of the 2mins video is captivating, strong, bold, true, emotionally powerful, moving but empowering and optimistic at the same time. It reminds us of a rebellious music video or a creative direction of a sports ad.

You can watch the entire video above, shot mainly in the hospital and featuring actual patients, their families and SickKids’ staff.

To find out how you can help us help SickKids, visit: www.ReferForSickKids.com.
 

Thank you for reading and watching today’s BLOG!

 


Brian Kondo
Sales Representative / Team Leader
The Brian Kondo Real Estate Team
Re/Max Hallmark First Group Realty Ltd.
905-683-7800 office
905-426-7484 direct
brian@briankondo.com
www.BrianKondo.com
www.BrianKondoTeam.com


 

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Remember, your referrals change lives! We donate a portion of our income on every home sale to a great worthy cause like SickKids Hospital. To find out more visit: www.ReferForSickKids.com.

If you or anyone you know is considering making a move in the next little while, give me a call or pass on my number ... 905-683-7800 (Office) or 905-426-7484 (Direct).