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Creative

Why SickKids Shone Light on Mothers Who Wanted ‘Nothing’ for Mother’s Day

Cossette launches another powerful campaign for Toronto’s Hospital for Sick Children

Why SickKids Shone Light on Mothers Who Wanted ‘Nothing’ for Mother’s Day

When you ask a mom what she wants for Mother’s Day, she may say flowers, chocolates or brunch, but when you ask a SickKids mom, she only wants one thing: a healthy child.

With Mother’s Day having just passed, Cossette and SickKids have teamed up to release the newest SickKids VS: Nothing campaign, which shines a light on the simple fact that when you have a child suffering from critical illness, nothing matters more than their health.

“When you are a parent caring for a very sick child – everything else in life becomes inconsequential. It’s hard to imagine worrying about what you’d like for Mother’s Day. We wanted to give a voice to the SickKids moms coping with this devastating circumstance and at the same time encourage other moms to think about asking for a gift that could lessen a SickKids mom’s burden,” said Lori Davison, Vice President, Brand Strategy & Communications, SickKids Foundation.

The spot features five mothers of children being treated at SickKids and was inspired by their real-life heart-wrenching experiences.

   

“We wanted to continue to tell the stories of these unsung heroes in our communities and help people better understand what they go through every day. The VS platform features real children, parents and people, who are fighting every day,” said Peter Ignazi, Global Chief Creative Officer, Cossette. 

Last year’s SickKids VS: MomStrong video showed that moms are often the pillars of strength for their children but of course, they’re also human. This campaign showcases how selfless SickKids moms are and how you can make a difference in the lives of families - by making a donation online through the Get Better Gifts program. 
Client

Advertiser: SickKids Foundation

Creative Agency

Creative Agency: Cossette

Media Agency

Media Agency: OMD

Category: Charity , Corporate and social

Genre: Dialogue , Documentary , People