BC Children’s Hospital Foundation Highlights Kids’ Mighty Journey Home for the Holidays

Every child deserves to be home for the holidays. But for the 130,000 seriously ill children who visit BC Children’s Hospital every year, getting home is not always guaranteed. On November 1st, BC Children’s Hospital Foundation is launching I’ll Be Home, a campaign to show donors the power even a few dollars can have on research, treatment, and ultimately helping more children get to spend the holidays with the ones they love. 

“Building on the momentum of last year’s Small is Mighty launch, I’ll Be Home sends a powerful message: never doubt what small can do,” says Surina Sproul, VP brand strategy, at BCCHF. “Kids at the hospital are often facing the unthinkable. But in the face of their reality, they are more tenacious and resilient than we give them credit for on their journey to get back home. The campaign hopes to inspire the same spirit in donors - support for the hospital’s efforts accelerates the pace of medical advancements and breakthroughs - which ultimately means more children not only get the chance to go home, but sooner.”

“We chose the classic carol to spotlight the emotional journey of the patients - and turn it into their rallying cry,” adds Marie Cermakova, associate creative director at BCCHF’s partner agency, One Twenty Three West. “Instead of a sad, sombre yearning for home, we’re showing that these kids are fighting to get there. But they can’t do it on their own.”

Starring some real patients, the video shows children on their journey home, fighting through fantastical elements like infinite hallways and snowy rooms that represent their internal struggles and imaginations. Along with video, the campaign features portraits of real patients on OOH and a custom composition of I’ll Be Home for Christmas for radio. 

Launching provincewide on November 1st, the campaign will run on TV, OOH, radio, online, and across social channels.