LiamHolland Bloorview Kids Rehabilitation Hospital Foundation rolled out a new PSA recently that is aimed at helping crush barriers for kids with disabilities. The campaign, entitled “Crushing It”, launched in print, radio, TV and digital across Ontario. The campaign, which runs until March 4, shares the stories of clients of Holland Bloorview and how they are crushing barriers that stand in their way.

The foundation encouraged the public to visit and share a video to trigger a $5 donation from Scotiabank, proud sponsor of Change for Kids.

“We are thrilled to be able to highlight the incredible kids from Holland Bloorview,” said Sandra Hawken, President and CEO of . “Our kids are confident, strong and determined and they are reaching their goals every day – whether that be taking their first unassisted steps, swimming in the pool or learning to play a guitar. We are so grateful for the team at Publicis and their production partners for developing this campaign that will help raise awareness about Holland Bloorview and to Scotiabank for their continuing support.”


“Scotiabank is thrilled to support Holland Bloorview’s Change for Kids campaign for the 4th year,” said Scotiabank’s EVP & Chief Marketing Officer, John Doig. “Scotiabank strongly believes that everyone should have the opportunity to fulfil their dreams. Holland Bloorview is breaking down barriers and helping kids with disabilities see the world of possibilities that they have in front of them and Scotiabank is proud to help them reach their goals.”

Agencies Behind Crushing It Campaign:

Campaign Creative: Publicis Canada
Media Donations: Rogers Media, Corus Entertainment, TADA: Trillium Automobile Dealers Association, Metroland Media
Media Buying: Aber Group

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Dave Forde

Dave “The Connector” Forde has been involved in the technology industry across Canada for over 10 years in sales and marketing roles, he launched PR In Canada, and on Profectio.