Sick doesn’t mean weak: a terrific video about children struggling with their diseases

Sick doesn’t mean weak: a terrific video about children struggling with their diseases

The medical organization SickKids launched a new bold advertising campaign that shows how the pain turned into bitterness, and how young patients and clinic workers openly and fearlessly look into the eyes of illnesses.

The life of such children is a constant, daily and every minute struggle. The children who overcome the disease, their relatives and the doctors who help them in their struggle are the strongest and bravest people in the world.



Dressed in white hospital underwear,7 year oldHartley Bernier rolled on the corridor of the clinic on a gurney. Physicians and family lined up along the corridor, joyfully applauding and beating off the “five” on the palm of a child with each of his progress. It looks like a live corridor for an athlete before an important competition.

They chant his name while they bring him into the operating room. Today there is no place for fear.So little Hartley, with tubes and bandages across the left side of his chest, raises his arms and waves at the camera, disappearing behind the door. This is a scene from the new advertising campaign of the SickKids Foundation, where each patient’s face glows with courage and courage.
Three TV versions and dozens of posters will decorate Toronto in a campaign called “VS”, where the hospital is fighting its eternal enemies: liver failure, cystic fibrosis, cancer and heart disease.

Read also:How to communicate with a child who is being treated for cancer

Although Hartley, nicknamed "Hart", does not actually go to the surgery department at that moment, the picture looks even too real for the young patient and his parents, Ashley and Daniel. Hartley had intestinal insufficiency and spent the first 100 days of his life in the hospital.


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The director asks him to play heart failure, and7 year oldthe actor portrays a ripple from the fake shock of a defibrillator, laughing at him after each take.

For parents it wasall the samea few difficult moments when I had to catch each other’s gaze for support. But the good mood we all owed to the fact that Hartleyfor realhad fun.He always wanted to be a TV star, like his favorite superhero Wolverine.
This scene will be the emotional climax of the main promo of the new VS campaign. This is a bold change, because for the first time, instead of sentimental frames and sentimental music, the flame of patients and physicians was taken as the basis, the victorious slogan “sick is not weak”!

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We try to breathe in. And though we win, we will not stop until every child is healthy!

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One horse, one tiger, two therapeutic clowns and about 300 people were involved in the production of three television spots, 40 hours of footage, which will be aired this fall.


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In the first Anthem ad (Hymn), Fort York soldiers march through the hospital’s corridors withadolescent patientpatients with cancer - the knights go foot in the leg, accompanying the boy in surgery. The shooting involved the younger brother Hartley Hudson, a healthy baby, singing along with the soldiers on the battlefield the melody of the song “Undeniable” by Donny Deidrim.
The past campaigns featured sad songs, like Coldplay "Fix You". But for people like Dr. Roulan Pareh, it’s not sadness, but victory has always been a lever of action at work.

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Of course, we often experience heart-breaking scenes, but we also see great moments when we are successful and everything works out.

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In SickKids, approximately 80% of children are saved from cancer, 98.5% of heart surgeries are successful, and the death rate from liver failure and intestinal illness, like Hartley’s, fell from 22 to less than 1% in 2000. And although the new message is a victory of strength over sadness, the VS campaign is likely to cause tears to many viewers.

The fact that children are unhappy does not take away. But our strategy, the “we win” strategy, aims to show donors where their money is going, which can be clearly seen by the strong and enthusiastic faces of children and teenagers. The faces of the patients and staff with a fierce mockery and arrogant gaze will be on every poster.


Looks at the camera6 year oldPeyton Calder, with an expression on "What do you want?". In February, Peyton was diagnosed with myocarditis, an enlarged heart, and in May he underwent a transplant.
The VS campaign was inspired by the strength of patients like Peyton, whose cycling trips through the hospital corridors with an auxiliary ventricular device - the Berlin Heart - became legendary in the hospital lobby. And so,5 year oldPeyton, on a pink super bike and in a blue helmet, Captain America (and with a Berlin heart) cuts through the corridors of the hospital. The nurses were terrified, running after him on the floors. No one could believe their eyes.
The campaign also filmed:

  • 7 year oldMarlowe, with4thstage cancer dressed in a bat costume.
  • 6 year oldMalaki, leukemia, growls like a tiger.
  • 4 year oldJadeon with congenital heart disease, arms folded, and sunglasses over his eyes.
  • 15 year oldMarcus, hockey player with bone cancer, glance at the camera, chin up.
  • 8 year oldGrace, with a disease of the bones, stands on clamps, hugging a teddy bear.

Ashley, a social worker, and Daniel, a teacher, raise Hartley and his two younger brothers, Hudson and Sally. After the child returned from the hospital, his parents became his 24-hour nurses. Every day he was given a dropper for 16 hours and was given painful injections that thin the blood. “He is our fighter. We must all be brave, together we are strength. ”
Therefore, when the boy depicts shock from the defibrillator, the parents start for a second, but continue to maintain icy calm.Being strong is easier when Hartley laughs and fools, and looks like a real superhero.
Brave children, teenagers and clinic workers are ready for battle. Their fists are clenched, and on their hands one can see a “bead of courage” (a vivid reminder that they are given out for every medical procedure they have overcome). For the campaign, everyone takes his position, and each of them is asked to take a favorite thing (be it a tiara, a scooter, or a superhero cloak).

Read also:5 things, profits from which goes to charity

 

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Peyton

6 year oldPeyton, survived a heart transplant in May, took a tiara with her to a photo shoot. She and without her star, or, as they call her in the hospital, "mini diva."

 


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Jadeon


4 year oldJadeon, who in 2014 was adopted from Vietnam with a congenital heart defect, simply tore everyone away, presenting in the photo with a “pretentious” face, torn jeans, glasses and a beret. He's just cool.


 


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Grace


8 year oldGrace chose a T-shirt that says Fragile, but not broken. Her adoptive parents took her from China in a whole-body cast with a diagnosis of osteogenesis imperfecta or a disease of fragile bones. “She can break her thigh and even tears can’t be shed. This child is a hero! ”

 

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Malaki

6 year oldMalaki is just a tiger. "One day I will become a knight," says the kid.

Read also:How to improve life in Kiev: 5 petitions in October

 


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Marlowe


7 year oldMarlowe chose a bat image. She goes to the clinic every day to recover from cancer, and the path is not close - 200 km. “Many adults can't do what she does.“ Her mother speaks of her as invincible. “She meets all difficulties with a smile.”

 


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Marcus


In the white jordans,15 year oldMarcus with bone cancer tries on a “devilishly attractive” grin, as one of the photographers called her. Marcus is playing hockey, and plans to perform at the Paralympics. He is inspired by athletes with strong mind and body.

 

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Dr. Pareh

The kidney specialist and the clinic's lead physician are inspired by the diversity of clinic patients for the campaign. “I want people in Toronto to see who is who,” says Pareh, in whose veins South Asian and Indian blood flows.

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  • Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases

    Sick doesn’t mean weak: a terrific video about children struggling with their diseases