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SickKids, as a brand and institution, has been on a heroic journey. A pillar of the Toronto community for over 130 years, the Hospital for Sick Children decided in 2004 to re-brand and re-position its

The SickKids Foundation wanted to raise $79 million in 2007 (beating the previous year's record of $70 million), at a time when charitable fundraising had never been more competitive. It also carried ...