SickKids VS, round two

The campaign's second spot travels in more familiar emotional territory.

Cossette’s bold new campaign for the SickKids Foundation has received praise in several quarters, as well as some criticism, but a new spot shows that it’s far from one-note.

While the “SickKids VS” anthem spot released last month was an adrenaline-packed battle cry against illness, the second ad, “SickKids VS Cancer” has a more familiar emotional tone.

Grace Bowen died of osteosarcoma less than two years ago. The spot tells her story and its effect on hospital staff. In keeping with the VS theme, they’re inspired to work even harder in their research and care.

“Part of the strategy, working with Cossette, was to introduce a tone of voice that can really capture that dimension of SickKids as an institution on the cutting edge of many different battlefields in child health,” Lori Davison, the foundation’s VP of brand strategy and communications, told strategy last month.

The spot is the second of four in the campaign. It launched digitally today and will roll out online Nov. 7.