Think Parenting Is Tough? SickKids Shows How Much Tougher It Can Sometimes Be

When caring for critically ill children

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For Mother’s Day this year, Cossette created a heart-wrenching piece of work that illustrates how tough it is not just to be a mom, but to be one with a child who is critically ill.

You won’t find a cheery “Baby Love”-type song here to temper the difficulty. “SickKids VS: MomStrong,” created for Canada’s SickKids Foundation, depicts five real SickKids mothers in lonely, emotionally intense scenarios that are based on their experiences, and the music—at once soft-moving but anxiously taut—doesn’t yield a moment’s repose.

SickKids is a Toronto-based organization that supports the treatment of critically ill children by raising donations for the Hospital for Sick Children.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in