SickKids issues a powerful call-to-arms in its latest campaign | Cossette

SickKids issues a powerful call-to-arms in its latest campaign


SickKids issues a powerful call-to-arms in its latest campaign

SickKids and Cossette are calling on people in the Greater Toronto Area and beyond to rally behind the hospital in the new SickKids VS: Join Your Crew campaign which launches on October 1st.   

Although SickKids has seen some major successes over the past few years, the fight is far from over. Last October, it kicked off the largest fundraising campaign in Canadian healthcare history - an ambitious effort to raise $1.3 billion in order to build a new SickKids - because twenty-first century medicine shouldn't be held back by a 1949 building.

“Our goal is to rally the GTA by creating crews, empowering people and bringing them together based on characteristics and passions that they share with others”, says Peter Ignazi, Global Chief Creative Officer at Cossette. “Whether you strut the catwalk or the sidewalk, whether you cycle on two wheels or even in training wheels, or whether you’re a first-miler or a marathoner, we are all a critical part of a SickKids Crew. It’s time to join in the mission to build a new hospital that will lift paediatric healthcare to new heights for future generations.”

Building on the intensity the VS platform has become known for, SickKids VS: Join Your Crew is a call-to-arms for the Cyclists, the Dog People, the Lefties, the Road Runners, the Cosplayers, the Boxers, the Fashionistas and all other crews to come together in support of the kids.

To further inspire Torontonians, a unique influencer strategy was developed working with Citizen Relations. High profile Toronto personalities and social media influencers, such as Canadian Olympic sprinter Andre DeGrasse, Toronto Raptor Fred VanVleet, Canadian actress Torri Webster and lifestyle influencer Allegra Shaw, were integrated into the creative, making them “Crew leaders” and allowing the compelling call-to-action to resonate on a deeper level with their follower base. Influencer relations will help sustain the conversation through to the holiday season.

The 2-minute spot, featuring actor Colm Feore and ET Canada host Cheryl Hickey, will air in cinema and online, in addition to 90 and 60-sec TV spot. The campaign also includes OOH in the Toronto area, digital and social media ads.


Client: SickKids Foundation  

Agency: Cossette

Carlos Moreno, Global Chief Creative Officer

Peter Ignazi, Global Chief Creative Officer

Craig McIntosh, Creative Director

Jaimes Zentil, Creative Director

Spencer Dingle, Art Director

Jordan Hamer, Writer

Rosie Gentile, Senior Vice-President, Strategy

Denika Angelone, Strategy Director

Rami Dudin, Senior Strategist

Janis Lindenbergs, Senior Vice-President, Client Service Director

Tishan Canagasaby, Vice President, Client Leader

Melissa Levenberg, Group Account Director

Andrea O’Donnell, Group Account Director

Daniel Dolan, Account Director

Hillary Gonzalez, Account Executive

Rina McNicol, Account Executive

Dayna Blustein, Account Coordinator

Erica Metcalfe, Producer

Production: Scouts Honour

Media Agency: OMD

PR Agency (Influencer Relations): Citizen Relations

Erin Banting, Senior Account Manager

About Cossette

Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit


For more information:

Roxanne Chaudier

514 827-8315

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