# Tenacious Hospital Campaigns SickKids' VS Campaign Highlights the Strength of Its Patients & Staff By Riley von Niessen | Published 2016-10-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sickkids References: [thestar](https://www.thestar.com/life/2016/10/14/sick-is-not-weak-sickkids-hospital-embraces-fierce-new-ad-campaign.html) & [sickkids](https://www.sickkids.ca/) Toronto's [SickKids](https://www.trendhunter.com/trends/magic-milk-glass), otherwise known as The Hospital for Sick Children, recently launched a [powerful advertising campaign](https://www.trendhunter.com/trends/a-finger-for-hope) titled 'VS,' which the 'Sick isn't weak' commercial corresponds with. In it, SickKids highlights the [immense strength](https://www.trendhunter.com/trends/strong-like-mom) 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. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 12% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Creative Hospital Campaigns:** Opportunity for hospitals to create unique and empowering advertising campaigns that showcase the strength of their patients and staff. - **Narrative Shift in Healthcare:** Chance to change the dialogue and perception of hospitals by portraying patients as superheroes and warriors. - **Integrating Imaginative Elements:** Potential to incorporate imaginative elements like capes, martial arts gear, and boxing gloves in healthcare campaigns to inspire strength and resilience. ### Who This Affects Most - **Healthcare Advertising:** Opportunity for advertising agencies to specialize in creating powerful and impactful campaigns for hospitals and healthcare organizations. - **Child Healthcare:** Chance to revolutionize the way child healthcare is portrayed and create a more empowering narrative for young patients. - **Urban Advertising:** Potential for urban advertising companies to work with hospitals in spreading their campaigns through strategically placed posters and billboards. ## Related on Trend Hunter - [Health Network Brand Campaigns](https://www.trendhunter.com/trends/uhnited.md) - [Hospital Entertainment Campaigns](https://www.trendhunter.com/trends/project-courage.md) - [Mental Health Campaigns](https://www.trendhunter.com/trends/no-one-is-left-behind.md) - [Inspiring Healthcare Campaigns](https://www.trendhunter.com/trends/extraordinary-care.md) - [Heartwarming Social Good Ads](https://www.trendhunter.com/trends/moments-that-count.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md) - [Children's Illustrated Book Campaigns](https://www.trendhunter.com/trends/one-in-100-initiative.md) - [Holiday Hospital Support Initiatives](https://www.trendhunter.com/trends/magic-milk-glass.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md)