We had the unique opportunity to do work for the Holland Bloorview Kids Rehabilitation Hospital. Their 'Change for Kids' campaign was looking for a new direction, one that would put their amazing kids front and centre.
We came to see these children (and their parents) as heroes who were overcoming obstacles every single day. This led to a new tagline: Crush Barriers. We didn't want you to feel sorry for these kids. We wanted you to celebrate them with us, and join in their fight to live healthy, fulfilled lives.
With the help of media & corporate sponsors, we featured our heroes on TV, radio, print and online through banners and a revamped kidsforchange.ca website. Our immensely helpful clients were thrilled with result. Even more importantly, we got a big thumbs up from our stars and their families.
Our radio spot, which ran for over a month in the GTA, featured the voice of award-winning actress Sheila McCarthy. Her gracious and enthusiastic participation truly put the cherry on top of the campaign.