What makes you give?
What stirs you to act?
The SickKids Foundation is betting a glimpse into personal stories of some of their patients will tweak your heart strings and open your wallets.
Today is the fourth day in a 45 day campaign to fund research at the internationally renowned hospital. Each story, shown online and in certain movie theatres, is a 30-second wonder, revealing an emotional moment caught on camera by a film crew.
It works for me. I’ve been in that place, seen their work even if we’ve been fortunate to escape the big health challenges that many families at the hospital endure. For most parents of young children, every illness is fraught with anxiety.
Peak freak time for parents seems to be middle of the night. Exhausted? Check. At your wit’s end? Check. When your kid is taken away for tests, leaving you a jittery mess in the waiting room, it is a tremendous comfort to have confidence in the care your child will receive. I wish all my experiences with our medical system worked as seamlessly as those that involved the late night traumas at that special place.
My kids are now healthy young adults.
But for these ads, I might have forgotten those angst-ridden days. Appeal to my storytelling senses and I’m there.
What about you? Does this kind of charitable campaign work for you?
For more information about the campaign and the families on film, read here.