and SickKids forge web content partnership

The Canwest-owned portal will feature health articles from SickKids experts - and offer content sponsorship opportunities.

With health concerns top of mind for many Canadian parents right now, a new content partnership between and The Hospital for Sick Children (SickKids) arrives at just the right time.

Starting today, the Canwest-owned web portal will feature a weekly series of articles from AboutKidsHealth, an informational initiative from The Hospital for Sick Children, on its family and child pages. The articles will also be featured on the 10 Canwest metro newspaper websites, including, and

The partnership offers content sponsorship opportunities to advertisers in the form of a content module on the front page of the section, which includes a branded widget and sponsorship of three to five AboutKidsHealth stories selected by the Health editor. Story links direct users to an individual story page, which includes a leaderboard ad unit, permanent title banner and a permanent top-level big-box ad unit.

‘For advertisers, this represents an unrivalled opportunity to deliver messages directly to a motivated and conscientious parenting audience in a focused children’s health content environment.’ said Graham Moysey, SVP/GM, Canwest Digital Media, in a release.

Targeting Canadian parents, the articles will include informational materials about H1N1, developed by AboutKidsHealth with Dr. Upton Allen, chief of the Division of Infectious Diseases and a senior scientist at SickKids. One of the first articles in the series is title ‘H1N1: The truth about vaccines.’