The CHU Sainte-Justine Foundation Spotlights an Emotional Diagnosis Journey from a Child’s Perspective

The CHU Sainte-Justine Foundation has launched a new public awareness campaign platform called “Grow Beyond”. Created by LG2, it features messages from the patients themselves, the real heroes of this campaign. Each piece of the campaign highlights a real-life story of a child who has benefited from the exceptional care provided by CHU Sainte-Justine and made possible by the innovative research funded by the Foundation.

The campaign features a three-minute TV spot called “The Orange”. Taking a short film approach, it plunges into a story told in the style of a fairy tale with animations reminiscent of children's drawings. It will run on television channels in Quebec until the end of October. A series of out-of-home posters and digital banners in French displaying tiny fists raised as a sign of victory complement the emotional film. 

“Grow Beyond represents a world of immense possibilities for the Foundation. This tagline allows us to demonstrate that children, their families, medical staff and even Quebec society can grow beyond. We are at the beginning of a medical revolution that will enable us to cure, but above all to prevent more disease. The public campaign is a fine example of what the CHU Sainte-Justine Foundation brings to present and future generations.” said Emmanuelle Ouimet, vice president marketing and communications, CHU Sainte-Justine Foundation.

“To tell stories inspired by real cases, we wanted to use the point of view of children, in all their naivety. Metaphors and parables are often used in everyday life at Sainte-Justine because the staff's role is to explain and support patients in larger-than-life situations. For example, when we tell a child that we're going to move mountains to heal him, he literally sees mountains being moved, and that's also what growing beyond is all about.” said Guillaume Bergeron, partner and copywriter, LG2.

“You do indeed have to grow beyond to present three-minute advertising content in prime time, but it's also essential to do so in view of the importance of the cause. This unusual advertising format is at the heart of our broadcast strategy. The opportunities for visibility are numerous: viewing platforms, cinemas and sporting events. With the addition of large-format out-of-home and digital advertising, this campaign is sure to touch and move a wide audience.” said Danick Archambault, partner and managing director, Jungle. 

To fundamentally transform the lives of every child and multiply the impact on their health and society, the Foundation was able to count on invaluable collaborations for this multi-channel campaign: YPR for public relations, Jungle for media strategy and activation, Gorditos for production, Rodeo FX for animation and post-production, Circonflex for music and sound, and LG2 for creative.

With this campaign, the Foundation invites major donors and the entire community to join its mission. If you'd like to help us see the big picture and transform children's lives, click here.