SickKids wins the #10YearChallenge

As the #10YearChallenge continues to fill social media feeds, Cossette and The Hospital for Sick Children (SickKids) in Toronto are flipping the – let’s face it, often shallow – social narrative to showcase how the lives of children who have been treated at SickKids have changed over the course of their own very real 10 year challenge.

Since launching this weekend, the posts created by Cossette and SickKids and posted by SickKids, have been shared and liked thousands of times, with many people weighing in with comments of their own reflecting their families' experiences with SickKids. It's a powerful example of how a social media trend can be leveraged for meaningful messaging.