Cossette Reaches Out to Niche ‘Crews’ in Rousing SickKids Campaign

Toronto’s SickKids hospital is calling on all of the city’s ‘crews’ to rally behind this new campaign by Cossette. The aim of the campaign is to raise $1.3 billion for a new hospital. 

The central point of the campaign is a two-minute spot, produced by Scouts Honour, as part of the foundation’s award-winning ‘VS’ platform. It features actor Colm Feore calling on people to find their “crews” - “cyclists”, “dog people”, “fashionistas”, “cosplayers” and more - in order to help raise the needed funds. The idea is focused on recognising niche tribes and encouraging them to band together with one aim.