This film launched a new campaign for the hospital, wherein we broke from the category convention of sad, tear-inducing ads by instead choosing toughness over tears. Rather we focused on the fierce fighting spirit of our patients, and the unrelenting drive of our doctors and nurses. The intensely shot and edited film shows powerful images of kids gearing up for battle, cutting between real life in the hospital and their metaphorical “inner warriors” (wrestlers, tigers, knights, soldiers) all set to a hard-driving hip-hop track. The kids, and those aiding in the fight (family, doctors, nurses), battle against very real enemies – kidney failure, cancer, heart disease, and cystic fibrosis. Save for the metaphorical characters this vignette spot starred all real life SickKids patients and doctors.

Canada has publicly funded healthcare, but the government really only covers the basic minimum. In order for hospitals to succeed they rely heavily on private philanthropic donations. Which is why it’s absolutely vital for Canadian hospitals to advertise in order to solicit donations.