Problem
Many sick kids will spend most of their childhood in hospitals and under treatments.
They won't be able to attend school, go on vacations, do extra activities and gather with friends.
Insight
Kids deserve to be kids.
Many Torontonians are not aware of the reality of the Sick Kids and how their childhood is being affected.
The Concept
Continue with the existing "SickKids VS" campaign motto. But this time showcase a visual comparison between items that depict "childhood" and medical objects, presenting the reality of the Sick Kids.
Social media
Bus shelter poster
Billboard poster
