SickKids
“POV”
ALWAYS ON SOCIAL POSTS (2024)
Art Director Ria Concessao
Copywriter Emma Ilaqua
Creative Directors Sarah Rutherford, Dani Gaede
Agency Cossette
Staying true to the look and feel of organic social posts, we used the “POV” trend to tell our patients’ success stories.
By shifting the perspective to first person, we reached a new level of empathy and understanding, and re-centred the storytelling in a compelling way that felt highly authentic to social.
Owen has been a SickKids patient since he was only a month old. He’s currently being treated for severe dysmotility, under SickKid’s Group for Improvement of Intestinal Function and Treatment (GIFT) team.
Leigha was diagnosed with cancer at the age of three and underwent 15 rounds of chemotherapy. She rang the cancer free bell at the age of 5!
Lola was born with a Congenital Heart Disease and spent several days in the ICU at SickKids. In 2021, she had a successful follow-up open heart surgery.