For younger patients, birthdays are references with which to tasted their diseases and continuing to fight. This is the concept that the pediatric research hospital Sickkids He has decided to use to celebrate his own 150 anniversary and promote fund collection.

“The Count” (“The account”) is the first campaign designed by the creative agency FCB Canada for Sickkids, and is born with the aim of honoring the struggle spirit of all patients in the center, for Encourage the shipment of donations To the Sickids Foundation. To do this, it creates a link between the milestones that of the Canadian hospital throughout its history, and the achievements that children accumulate when they turn years old, in a resistance story that drinks sports values.

The main spot, with iconoclast production, shows the path of pain, expectation and life that travel about twenty real patients from the Sickkids, even get to each of his birthdays. It combines real images with other surrealists, while the narrative extends a count of a cardiopulmonary resuscitation beyond the critical moment of death. The hospital explains that, “When every birthday is a battle, every year is a gift”in reference to the resilience of their patients.
This video redirects to the Foundation’s website, where it is encouraged to donate $ 150or any other desired amount, as part of the anniversary celebration.

“Our 150 anniversary represented a unique strategic and creative challenge for the brand. We wanted to celebrate the story of Sickkids, but we also needed a convincing incentive for people to donate”, Explains Roy Gruia, Marketing Director of Foundation Sickkids, in a statement.“From the first moment, FCB reminded us that to motivate donations we had to focus on our current struggle: the fight to celebrate more birthdays with our patients“

In addition to the spot, the campaign has had an activation on Instagram. The Foundation published an extensive video collecting the congratulations that it has received from Famous personalities from Canada such as actor Ryan Reynolds, television presenter Cheryl Hickey, astronaut Chris Hadfield, the players of the Toronto Blue Jays baseball team or those of the Toronto Raptors basketball team, among others.

On the other hand, The hospital organized an event last April 3 in its own facilities. There, children, families, center workers, volunteer donors, politicians and 4500 alumni, connected in streaming, met to commemorate the sickkids legacy, and encourage donations that allow developing medical research. During the appointment, the hospital conducted competitions, special visitor book signatures and other activities.

With media planning of Cairns Oneil, “the account” has also been activated in an external advertising campaign for which Sickkids has created 150 balloon -shaped sculptures Birthday These, deployed by different points of Toronto and other cities in Canada, collect episodes of the hospital history, with messages sponsored by the Universal Organization Soul Service Corporation, Vaughan Mills, Heinz, Haribo and many other brands, companies and organizations.

“When talking about why Sickkids fights, especially in the context of its 150 anniversary, we think there was true clarity and tangibility in the idea that what the hospital and each patient really pursue is their next birthday”, Details Jacob Pacey, creative director of FCB Toronto.“Once you start thinking about it from that perspective, a new way of thinking about its struggle opens”, Adds the creative director, Brendan McMullen,

The campaign also had the collaboration of the CN tower, the Rogers Center stadium and those responsible for the Niagara Catalatas State Park, who, who They projected blue lights about its spaces to join the celebration of the Sickkids anniversary.