SickKids is calling on patients to donate their Bravery Beads to be part of the monument paying tribute to their experience. Bereaved parents and siblings are also welcome to participate in honour of their loved one. Patients and family members can learn more about the Monument to the Brave and how to donate their Bravery Beads by visiting DonateYourBravery.ca.
“The obstacles that SickKids patients face are a stark reminder of how strong these kids are, and the Bravery Beads are the badges of honour they earn with every step along the way,” said Williams. “As an artist specializing in beadwork, I can’t think of anything more inspiring. I am honoured to have been invited to create an installation that will celebrate their bravery and generosity of spirit, and I am grateful for the trust they have instilled in me to create this legacy.”
In October 2017, SickKids launched its SickKids VS Limits fundraising campaign to build a new SickKids that will accommodate the best that medicine can offer, matching world-class expertise with the best clinical spaces for patients. It is the largest fundraising campaign in Canadian health-care history, and just three years later, it is approaching the unprecedented milestone of one million donors, with 995,000 donors to date. Canadians can join the fight and be part of history by becoming a monthly donor at BuildTheNewSickKids.ca.
From October to December, five giant 10-foot Bravery Beads will appear throughout the city of Toronto as part of the rallying cry to patients and potential donors to be a part of this historic moment for SickKids. The first giant bead, earned by patients for completing their course of treatment, was unveiled today at CF Toronto Eaton Centre where it will remain until November 10. Giant beads will also be installed at SickKids, CF Sherway Gardens, Union Station and Vaughan Mills.
Out-of-home advertising includes branded digital boards at Yonge and Dundas Square, the Gardiner Expressway and transit shelters throughout the Greater Toronto Area.
The campaign was developed in partnership with Citizen Relations and Cossette, agency of record for SickKids. The video was directed by Mark Zibert and Brent Foster of Scouts Honour. The video features the Nirvana track ‘Heart Shaped Box’, provided gratis, with the piano version produced specially for SickKids by Mark Rajakovic at Pirate. Media planning and buying was managed by OMD.
About SickKids Foundation:
Established in 1972, SickKids Foundation raises funds on behalf of The Hospital for Sick Children (SickKids) and is the largest charitable funder of child health research, learning and care in Canada. Philanthropy is a critical source of funding for SickKids – one of the world's foremost paediatric health-care institutions. Thanks to the generosity of the community, and as a result of a record-breaking year in fundraising, SickKids Foundation generated more than $195 million and granted an unprecedented $144.9 million in support of child health for the fiscal year ending March 31, 2020. For more information, please visit sickkidsfoundation.com.
Engage with us on social media:
Hashtags: #SickKidsVS #OneMillionStrong
IG - @cftoeatoncentre, @cfsherway, @cadillac_fairview
FB - /cf toronto eaton centre, /cf sherway gardens
For more information or to set up an interview, please contact:
Cian Murray | Citizen Relations | firstname.lastname@example.org
Sandra Chiovitti | SickKids Foundation | email@example.com