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Mothers of sick children persevere in ad for SickKids Foundation

Mothers of sick children persevere in ad for SickKids foundation

A mom crying in the bathtub. A mom praying in a church pew. A mom screaming and losing it in the driver’s seat of her car. A mom crying as a nurse helps her learn to take care of her sick child. All things that moms with sick kids understand.

For Mother’s Day, the SickKids Foundation, a children’s health nonprofit raising funds for The Hospital for Sick Children in Toronto, Canada, created the Sick Kids VS: Mom Strong. This 90-second commercial, shows mothers with sick kids — the type of sick that is more than a runny nose or sore throat — persevering.

“Childhood is a unique and special stage of life. Thankfully, many children get through childhood with nothing more than a minor illness. But for those whose lives are interrupted by serious injury or illness, there is SickKids,” the organization said. “SickKids is a testament to what can be accomplished when a community comes together with a shared vision: Healthier Children. A Better World.”

In 2016, they released the SickKids VS: Undeniable spot which is all about empowerment. In a two-minute spot from Cossette, they show ailing children, alongside their families, doctors, nurses and other hospital staff, heading into battle as medieval soldiers, pro wrestlers taking baseball bats to dialysis machines, and comic book superheroes. The video says, “Sick isn’t weak.” It follows up with, “Sick Fights Back,” and shows kids taking the battlefield and fighting back against disease. They described it as, “At SickKids, we’re not on the sidelines, we’re on the front line. Taking the fight to the greatest challenges in child health. And we are winning.”