With the theme ‘Family of heroes,’ Toronto’s Ethos JWT created a new campaign for the city’s Hospital for Sick Children that broke earlier this month and will run through December. The approach was inspired by the heroism of not only young patients and their families, but SickKids’ staff, donors and volunteers.

That’s why some of these real people are featured in three 30-second TV spots that have been repurposed as longer webisodes, including ‘Heroic Krystianna’ (pictured). With media buys by Toronto-based Maxus, the campaign also includes print ads in the November and December issues of Canadian Living, Elle Canada, Homemakers, More, Style at Home, Canadian House and Home, Today’s Parent, Chatelaine and Toronto Life, as well as in the upcoming gift guides of the Toronto Star and the Toronto edition of Metro. As well, radio spots will continue playing through December on CHUM-FM, CHFI-FM, CJEZ-FM, EZ Rock, CKFM-FM, Mix 99.9 and CFRB-AM.

Webisodes may be viewed at: http://sickkidsfoundation.com/Believe.