This is Why by Cossette

SickKids Foundation launched the next phase of the 'SickKids VS Limits' campaign with the release of a brand-new commercial spot – 'SickKids VS: This Is Why'. The campaign is designed to bring Torontonians closer to the patients at SickKids to demonstrate and support the need to build a new hospital.

Originally launched in 2016, this year marks the beginning of the fourth chapter of the VS brand platform. To-date the SickKids VS Limits campaign has reached almost 75 percent of it’s $1.3 billion goal – the largest fundraiser in Canadian health care history. This year’s campaign aims to reach those who may not already have a connection with The Hospital for Sick Children (SickKids).

The SickKids VS: This Is Why campaign will share an inside look at the realities that SickKids patients and staff face everyday, bringing people who haven’t spent time in the hospital as close to the cause as possible. You might never see it. But this is why we fight.

The two-minute spot features more than 40 SickKids patient families and 25 hospital staff members, who generously gave their time to participate in the filming of this year’s commercial. In addition to the two-minute spot, SickKids is also introducing a series of shorter films to tell more detailed stories on some of their patients and staff.

Credit for the concept goes to Cossette, the agency of record for SickKids. The TV spot was directed by Mark Zibert, with music provided by The Music Project Choir. Media planning and buying was managed by OMD.