How do you explain a medical revolution to the general public in a short video, while also inspiring

people to donate? This was our challenge, as SickKids set out to announce a game-changing new approach to healthcare. After six years of fundraising to build a new hospital—a simple, tangible goal to explain—SickKids needed to pivot its focus to something much more complex: Precision Child Health. Precision Child Health is novel and extremely complex. The approach moves from one-size-fits-all to tailored treatment models that incorporate everything from a patient’s genetic code to their postal code. Ultimately, it has the power to change the future for kids facing illness. We needed to communicate the power of Precision Child Health in a way that was easy to grasp and emotionally moving enough to inspire more Ontarians to join SickKids as monthly donors.

Sound was leveraged as storytelling shorthand to propel the narrative and convey the idea of scanning a patient’s data and turning it into a predictive analysis to prevent sudden cardiac death. We drove the emotional aspect with tell-tale sounds, like the rattling wheels of a gurney and the urgent voices in hospital corridors. We used Billie Eilish’s widely known song “Everything I Wanted” to drive the emotional and cultural impact of our film.