SickKids wanted to promote its Get Better Gifts program for Mother’s Day to encourage consumers to give the gift of hope to mom’s during a difficult time.

Most Mother’s Day ads gloss over the reality that mothers of sick children often face. But, while they have moments where they give in to the pain, they always come through, pick themselves up and are strong for their kids and their families. That is the beauty of being a mom.

In a 1:30 online film, SickKids features a gritty and raw exposure to individual moms who are experiencing an uncomfortable level of pain overlaid with a Trent Reznor track, which adds to the dramatic effect. The shot brings you into highly intimate spaces and experiences. As the emotion for the viewer, through the eyes of the mom, hits a gut-wrenching low the moms suddenly turn a corner, and the Reznor track gives way to a lighter, uplifting tone and the moms each pick themselves up, wipe away their tears and greet their children with a hug and a smile.

The results of the campaign were a 273% increase in YOY donations. Eleven per cent of all Mother’s Day donations were from various states in the US, which was the first time SickKids had ever received significant individual gifts from out of country. There were 86 Canadian stories, 41 international stories and 83.1 million earned media impressions.