JWT tells the massive story of Canadian children’s hospital SickKids, one sick child at a time, every day, for 42 days.

Each year, more than 100,000 children are treated at The Hospital for Sick Children (SickKids). Does that statement mean a lot to you?

Then let’s try this:

“Today is November 9 2014…and this is Phil.

Last year his daughter was diagnosed with cancer…

in her lungs

lymph nodes

and brain.

He hasn’t left her side since.

Help make their tomorrow as good as you today. Please donate.

SickKids. Together we will.”

If that story made a lump grow in your throat, imagine watching a new story just like it every day for 42 days. You’d have to come face to face with how easily ordinary things that we take for granted can be taken away, yes?

“While many people are familiar with the hospital itself, most are not aware of the full scope of what SickKids does, or the breadth of care, research and learning conducted right here in Toronto, day in and day out,” says David Estok, vice president of brand marketing and communications at SickKids Foundation. “Most do not realise that we rely on community support in order to help the hospital provide extremely complex care for the most vulnerable members of our society, and to conduct innovative research projects that advance children’s health care. Through the campaign, we hope to inspire people to make a gift to SickKids this holiday season so we can continue to help fund the critical work that happens here every day.”

A different 30 second spot is going to air on mainstream and cable TV each day for 42 days between November 9 and December 22. Every day, audiences will have the chance to meet a new patient or staff member who is part of the SickKids community. The patients featured in the commercials are real, between four days and 18 years old and currently dealing with conditions ranging from cystic fibrosis to various childhood cancers to organ transplants.

Spots will also be available for viewing and sharing on the campaign website and SickKids Foundation’s YouTube Channel. Additional spots, not airing on TV, will be seen in cinema and in online advertising, and will be available via the website, totalling 50 spots.

“A traditional campaign couldn’t convey the breadth and depth of what happens at the hospital every day,” said Brent Choi, chief creative and integration officer at JWT Canada. “We could have done 145 spots.”

The campaign is being supported with a social campaign called #giveaday for SickKids, which asks people to give up something they cherish in their day and donate the value of that item or experience to SickKids. There is also print, online and out-of-home advertising.

Creative credits:

Advertising agency:  JWT Canada
Chief creative & integration officer: Brent Choi
Creative director: Ryan Spelliscy
Art director: Cindy Habana
Copywriter: Mike DeCandido

Production Company: Sons & Daughters

Director: Mark Zibert
Executive Producer: Joan Bell
Post production company: Panic & Bob