I was watching TV and saw the new Sick Kids advertising campaign a few weeks ago on. The ad left me speechless and I could feel my eyes welling up with tears. Now you might think that it was because the ad upset me, but nothing could be further from the truth. I was proud of the strong powerful images of children and youth wearing war paint fighting back against serious illnesses and diseases.
This ad is so different than anything that I have ever seen before, but true in spirit to the words that I often whispered to my daughter during her early days of treatment for leukemia: You my dear are a brave warrior, representing the Roberts Clan and you will defeat your sick blood and banish it from your body. You my dear are a superhero.
Unfortunately, this brave ad isn’t loved by everyone and some individual have complained about the violent images and military metaphors.
Professor Michael Orsini from the University of Ottawa was one of the first critics that spoke out against the campaign, saying that “I think (the campaign) leaves out the folks who are so-called ‘brave soldiers’ who cannot win the war, win the fight. And that is really kind of unfortunate,” Orsini told the CBC last month.
I’m personally glad that the hospital decided to push the limit of their campaign and I definitely think that they achieved their objective — jolt viewers out of their complacency, get involved and support Sick Kids hospital.
According to a statement release by Sick Kids “The new SickKids VS ad campaign has garnered a lot of attention since launching a week ago. We are delighted at the significant positive feedback from families and children who say they experience the ad campaign as empowering, and as breaking through stereotypes.”
Check out Sick Kids new campaign and let me know your thoughts and what you think about it.