With busy schedules during the holiday season, people tend to get caught up in their own lives while ignoring the world around them.

Better Tomorrows was an idea design to combat that and get people to pay attention.

It was a massive dose of perspective that let the public see exactly what children at the SickKids hospital go through on a daily basis.

For two months we collected intimate footage of the children and their families to give viewers an almost real-time look of what was happening in the hospital. Paired with Coldplay’s “Fix You”, the film paints a picture of all the amazing, inspiring, and sometimes heartbreaking things that happen every day inside the walls of SickKids.

The overall campaign helped the hospital achieve the highest amount in donations for one month in the hospital’s 42-year history, $37 million, exceeding the previous year by $8 million.

For this film we used the licensed track, Fix You by Coldplay.

With our target market, Canadian adults, increasingly busy and numb to advertising messages, we needed to give them a massive dose of perspective to get them to pay attention to the hospital.

In the few months leading up to the holidays, we collected real-life intimate footage to show what was happening inside the SickKids hospital.

This timely approach helped our target get acquainted with many different SickKids patients. It also showed the depth of the hospital’s need for donations, and most importantly, it put our target’s lives into perspective.

The Hospital for Sick Children, in Toronto, Canada, is a world leader in children’s healthcare. But like most charities, it can be overlooked during the hectic holiday season. We had to find a way to get people to take time out of their busy, stressful, tiring day to take notice and make a donation.