Powerful SickKids campaign focuses on the fight against child illnesses


Even if you don’t have kids, there’s nothing worse than hearing that a young person is sick. Be it cancer, MS, cystic fibrosis or simply struggling to get a start after being born a little too early, ill children have a way of making us want to fight for them. And that’s precisely what the latest campaign video from SickKids Foundation is all about.

Entitled SickKids VS, the video is set to “Undeniable” by Donnie Daydream and takes kids literally onto the battle field, into the ring and through some of the toughest fights against some of the greatest challenges in children’s health.

The video aims to not only show the strength and agility of the staff, but also of the patients. The message: “Sick is not weak.”

“The evolution is to a lot of empowerment. This notion that we are winning, but we won’t stop fighting until every kid is a healthy kid,” Lori Davison, vice-president of brand strategy and communications tells the Toronto Star.

While past campaigns from the foundation have featured heartbreaking images set to tunes like Coldplay’s “Fix You,” this video is coming at things from a different angle.

“We definitely see the heart-wrenching moments, but we also see some really great moments where we’re successful and we get it done,” kidney specialist and associate chief of research, Dr. Rulan Parekh says.

Last year, SickKids Foundation raised $137.3 million from donor support that they invested into child health research, learning and care.

“We’re winning. Because every day we continue to fight.”

What do you think of the latest campaign video? Let us know by tweeting to @YahooStyleCA.