Shining a light on sickness

SickKids Foundation has launched the next chapter in its 'SickKids VS' brand platform which was created to shine a light on the ongoing need to build a new hospital.

And shine a light is exactly what this new film, called Be A Light, does.

Created by Cossette Communications Toronto and directed by Mark Zibert through Scouts Honour, the film stems from a recurring metaphor that 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 of hospital staff, researchers, patients, and donors is a brilliant ray of light that beats it back. 

“We’ve never actually illustrated what childhood illness looks like before, so when we asked patient families to describe it, the fact that they all had similar responses shows just how traumatic and all consuming it can be,” said Craig McIntosh, Executive Creative Director at Cossette. “The VS platform isn’t just about highlighting the strength and resilience of sick kids, it’s also about understanding the deep impact of childhood illness and that all of us need to show up to fight for these kids.”