SickKids takes its fight to the streets

The hospital foundation continued its "VS" campaign with an activation at Yonge-Dundas Square.

The SickKids Foundation took its “VS” campaign to Yonge-Dundas Square on Wednesday with an activation using a giant Lite Brite toy.

Those who came out were invited to take photos in their own “VS” pose and share it on social media, with the images curated and appearing on the square’s giant screens.

Anyone who made a donation was given a light bulb to place on a board that looked like a massive Lite Brite. The board eventually spelled out “VS.”

Creative for the “VS” campaign was done by Cossette, with media buying for the OOH activation by OMD, and the experiential component handled pro bono by Diamond Integrated Marketing.

A DJ was on hand and the organization was also selling “VS” t-shirts. SickKids corporate donor Samsung donated one of its electronic billboards for the event.

Via Media in Canada