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SickKids Foundation: Be A Light
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The SickKids Foundation has launched the ‘Be a Light’ campaign, the next chapter in the SickKids VS brand platform created to bring the community closer to patients and staff and highlight the ongoing need to build a new hospital. Created in partnership with Cossette, the campaign concept stemmed from a recurring metaphor often shared by patient families: receiving a diagnosis can often feel like a dark cloud is descending on your whole world, but, as seen in the spot, the SickKids community (i.e. hospital staff, researchers, patients, and donors) is the brilliant and hopeful ray of light that beats it back. Most importantly, the ‘Be a Light’ campaign calls on everyone to become a source of light to build a brighter future by helping to build the new hospital that SickKids needs by becoming a monthly donor.
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