Cossette was was asked to promote SickKids’ Get Better Gifts program for Mother’s Day to encourage consumers to give the gift of hope to Moms of patients at the hospital during a difficult time.

Most Mother’s Day ads gloss over the very real reality that mothers of sick children often face that being a mother can often be a heartbreaking and lonely experience. But, while they have moments where they give in to the pain, they always come through, pick themselves up and are strong for their kids and their families. That is the beauty of being a mom.

In a 1:30 online film, the foundation reveals the gritty and raw experiences of individual moms who are going through an uncomfortable level of personal emotional pain overlaid with a Trent Reznor track, which adds to the dramatic effect. The shot brings the viewer into highly intimate spaces and experiences.

As the emotion for the viewer, through the eyes of the mom, hits a gut wrenching low the moms suddenly turn a corner and Reznor’s track gives way to a lighter, uplifting tone and the moms each pick themselves up, wipe away their tears and great their children with a hug and a smile.

The spot helped increase year-over-year donations by 273%, and 11% of all Mother’s Day donations were from various states in the US, which was the first time SickKids had ever received significant individuals gifts from outside of country. In total, 86 Canadian stories and 41 International stories were told in the media, earning 83.1 million earned media impressions.