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