SickKids has launched a new brand platform that represents a revolutionary shift in attitude and overall approach to awareness-building and fundraising, and is described by the hospital as its biggest and boldest move yet.
Titled “SickKids VS. the greatest challenges in child health,” the platform illustrates how SickKids attracts only the world’s best medical minds and harnesses this power into the research that cures some of the world’s most complex and rare illnesses.
Developed by SickKids’ creative agency Cossette, the various campaign creative elements help illustrate many of the ways SickKids’ patients, families and staff give it their best fight day in and day out.
“This new platform reflects the bold and ambitious work that is being done at SickKids to save and transform the lives of thousands of children every year,” says Lori Davison, vice president of Brand Strategy and Communications at SickKids Foundation. “With SickKids VS, we hope to raise awareness of the many important battles SickKids is fighting and remind people that in order to win, we need them to join the fight. We need their donations to stay ahead.”
The campaign includes four separate commercials produced for TV, leading with Anthem and followed by Grace, Broken Hearts, and Missing Home.
A campaign of this magnitude has never been attempted in the hospital before and an unprecedented number of patients, families and staff participated to bring the commercials to life. More than 100 SickKids staff members helped out during filming, either in front of the camera or behind the scenes, and approximately 50 SickKids patient families agreed to be filmed, with filming taking place in dozens of different locations, in the hospital and around the city. This is a testament to the incredibly committed and generous SickKids community.
“The time is now for this bold shift from charity brand to performance brand,” says Jason Chaney, chief strategy officer at Cossette. “This campaign dials up the volume on elements of the hospital that have always been true for SickKids medical staff, patients and families, but that perhaps weren’t highlighted as clearly before. Canadians need to see the remarkable work that happens every day at SickKids, and the potential of what we can accomplish if they join the fight.”
The new SickKids VS platform illustrates the strength, the fierceness and the fight that’s very real at SickKids and it shines a light on these aspects for those who’ve been lucky enough to have never had to step foot into the hospital.
“The creative approach taps into a basic human truth about how people feel when they are engaged in a fierce battle,” says Cossette Chief Creative Officer Carlos Moreno. “And in this case, we broadened the story to include all the people involved in the battle, whether you are a doctor, a researcher, a nurse, a parent and most importantly, the kids themselves.
“Our intent was to change the tone of the story to make it more empowering and to provide hope that we are winning in this fight... and that if you donate to SickKids you, too, can join in the battle. We wanted to get away from the story of the past and create a new rallying cry for the present and the future.”
Each commercial will air in a phased approach beginning October 15 to the end of December. Spots will also be available for viewing and sharing on the campaign website and SickKids Foundation’s YouTube and social media channels like Facebook and Twitter.
The fully integrated advertising campaign is supported with a media buy for all channels including print, TV, digital, out-of-home – including TTC branded streetcars – and cinema. It will also have a prominent presence on the SickKids Foundation website and social media channels like Facebook, YouTube and Twitter.
While many in the community are familiar with The Hospital for Sick Children (SickKids), most are not fully aware of the scope of what the hospital does or the breadth of care, research and learning conducted right here in Toronto that has an impact on children’s health globally. From the discovery of the gene responsible for cystic fibrosis to the first successful cardiac surgery on a baby in utero to a new approach for detecting cancer early in patients at high risk for the disease that is now being used globally, SickKids has a long-standing history of providing extremely complex care and conducting innovative research projects for the most vulnerable members of our society.
Advancements in science and technology present an unprecedented opportunity for SickKids, world-leading institution, category leader, innovator and risk-taker, to take on the greatest challenges in child health – and to win. Yet as the needs of the hospital continue to grow each year, so, too, does the need to grow our philanthropic support from the community.
The concept was the work of Cossette. The TV spots were directed by Mark Zibert of Skin and Bones. Media planning and buying was managed by OMD.
People who wish to support SickKids can make a donation by visiting the campaign website: www.fundthefight.ca. The website was made possible with support from Deloitte Digital.
CREATIVE CREDITS:
Advertising Agency: Cossette
Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Creative Director/CW: Craig McIntosh
Creative Director/AD: Jaimes Zentil
Agency Producer: Dena Thompson
Account Supervisor(s): Olivia Figliomeni, Daniel Dolan
Account Director: Hanh Vo
VP, Brand Director(s): Michelle Perez, Steve Groh
Chief Strategy Officer: Jason Chaney
Production House: Skin & Bones
Director: Mark Zibert
DOP: Jackson Parrel
Executive Producer: Dan Ford
Line Producer: Joan Bell
Editing House: Skin & Bones
Editor: Marka Rankovic
Transfer/Online Facility: The Vanity
Flame Artist: Sean Cochrane
Colourist: Andrew Exworth
Animation: The Mill NYC
Animation: a52
Audio House: SNDWRX
Music Creative Director: Didier Tovel
Song: Undeniable — by Donnie Daydream Feat: Richie Sosa
Clients
VP, Brand Strategy and Communications: Lori Davison
Director, Integrated Brand Marketing: Kate Torrance
Director, Digital Projects: Mark Jordan
Manager, Patient Ambassador Program: Lisa Charendoff
Marketing Manager: Tina Tieu
Marketing Manager: Harleen Bhogal
Coordinator, Public Relations: Madeline Salerno