SickKids Hospital highlights strength in Moms in latest campaign

 

By Sonya Davidson

The Hospital for Sick Children (aka SickKids) in Toronto is somewhere you don't want to visit unless you need to...but also find comfort in knowing it's there. I've had my fair share of visits filled with worry, sleepless nights and raging tears...as a child, mom, friend, and volunteer. But each time I am eternally grateful with the compassion, care, and patience of doctors, nurses, and staff, as well as the state of the art facilities.This world-renowned hospital is a very special place. 

As Mother's Day approaches, SickKids has launched a new SickKids VS campaign (created by Cossette Canada) to honour moms. The concept called "Breakdown" continues to feature the fierceness of their patience, families and staff. 

This is not your typical Mother's Day ad. It illustrates the fierce inner strength of moms and some of the moments they often have only in private so they can keep their brave face in front of their kids. The inspriation for the video is that moms are often the pillars of strength for their children but of course, they're also human. 

Five mothers of SickKids patients are featured in the video and all of the scenarios illustrated are based on interviews with SickKids moms. 

Feel free to share and use the hashtag #SickKidsMomStrong 

And moms...you got this!