â€śSick isnâ€™t weak,â€ť the TV ad declares. â€śSick fights back.â€ť
SickKids will launch its new campaign, called â€śVS,â€ť on Saturday. This includes two TV ads and dozens of posters. VS stands for versus and alludes to the hospital and its patients battling fiercely against a number of opponents such as cancer, autism, cystic fibrosis and liver failure.
â€” SickKids Foundation (@sickkids) October 14, 2016
Speaking about the new ads, Lori Davison, the vice-president of brand strategy and communications, told the Toronto Star, â€śThe evolution is to a lot of empowerment. This notion that we are winning, but we wonâ€™t stop fighting until every kid is a healthy kid.â€ť
â€” MAVERICK (@MAVERICK_POV) October 14, 2016
According to the Star, nearly 300 people were involved in the production of the ad campaign. The first TV promo will be aired on Sat, Oct. 15 during the Toronto Maple Leafs home opener.
Visit the Toronto Star to read more about the patients involved in the SickKids campaign.
ALSO ON HUFFPOST: