SickKids Foundation - SickKids
2012 Together We Will
/ J. Walter Thompson Canada
Hospital for Sick Children (SickKids) is recognized as Canada's leading
centre dedicated to advancing children's health. This campaign is designed to
be a public-facing plea for donations, as well as an internal rallying cry
for the more than 8000 staff members who work for SickKids. The campaign is
aiming to re-boot the current tagline “Together we will”, an existing signoff
that to date hasn’t been leveraged to its maximum benefit. For SickKids, the
sentiment of “Together we will” brings to life the caring, inclusive, and
incredibly determined nature of the hospital, staff, parents, caregivers, and
of course, the kids.
We were tasked with developing a series of TV executions that would work as
emotional plea. Our solution was to take a well-known song, and deliver it in
an emotional, inclusive, and unexpected way.