SickKids Foundation just launched a bold and powerful new ad that’s far from your typical heartstring-tugging and slow music-filled hospital campaign.
The new campaign is called “VS” and it’s pretty amazing/intense.
The campaign pits the renowned hospital against culprits like cancer, liver failure, cystic fibrosis and heart disease.
The message is simple and strong: “sick is not weak,” with a resonating theme to bravely fight back.
Filming was no small undertaking, and involved one tiger, one horse, two therapeutic clowns and nearly 300 people, resulting in 40 hours of footage and three television spots, the Toronto Star reports.
Officially launching tomorrow, the campaign includes the television ads and dozens of posters that will be posted all over Toronto.
Titled “Anthem,” the first ad hits screens tomorrow night during the Toronto Maple Leafs home opener.
It features Fort York soldiers accompanying a teenage cancer patient down hospital halls, knights escorting another patient to surgery and a series of patients of varying ages with their family members charging with an army across a battlefield as the rap song “Undeniable” by Donnie Daydream offers an adrenaline-pumping addition.
Patients battling different diseases don superhero costumes, smirking and hamming it up for the camera, which resembles more of a sleek, high budget Nike or Adidas ad than one for a children’s hospital.
The bold initiative marks an appeal for new donors.
“Our opportunity to grow our share is by tapping into new audiences. . . . We’re not going to get to a new level of giving—and new people—by reminding people of what they already know,” Vice-president of brand strategy for SickKids Foundation Lori Davison told The Globe and Mail.
Check it out for yourself: