Campaign details

Brand: SickKids Foundation
Agency: No Fixed Address

Objectives and Challenges

The Hospital for Sick Children (SickKids) is widely known as a world-leading pediatric hospital. The reality is that the infrastructure, some of which was built in 1949, now presents a daily obstacle for doctors, staff, and families. Yet, based on recent brand health surveys, the majority of those familiar with SickKids do not understand the urgent need for a new hospital. With nearly $400 million in fundraising still needed to build a new hospital, we had to create a spectacle that grabbed attention, drove awareness, and combatted the current perception of SickKids as a state-of-the-art facility.


With the unparalleled positive impact that SickKids has in the community, changing perceptions about the infrastructure required a novel approach. We knew that the only way to truly understand the building's limitations was to personally experience it.