Toronto's SickKids, otherwise known as The Hospital for Sick Children, recently launched a powerful advertising campaign titled 'VS,' which the 'Sick isn't weak' commercial corresponds with.
In it, SickKids highlights the immense strength of its patients and staff -- depicting them as fearless superheroes and warriors. It does this by showing them battling their health complications with a brave face -- wearing capes, martial arts gear, wrestling masks and boxing gloves as they take them on.
In doing this, SickKids aims to change the dialogue that surrounds it, allowing its patients to imaginatively act out the fortitude that they put forth each day. In addition to a series of commercials, SickKids will be spreading the campaign through posters that will be put up all around the city.