A powerful new ad campaign set forth by the Sick Kids Foundation aims to change the perspective about children struggling with life-threatening diseases.
“Sick isn’t weak,” the commercial states, “Sick fights back”.
The ad showcases many of their young patients fight back their sickness such as liver failure, cystic fibrosis and cancer. A doctor prepping a young boy with boxing tape before surgery, a cancer patient shaving her hair, — the ad pictures scenes that are usually depicted as moments of weakness, and shows them for what they really are: feats of strength.
The commercial will be supplemented by print ads that will be popping up across the city, which will show many of their real patients as fierce warriors.