For the children’s hospital foundation, the simple (and almost expected) approach for a corporate fundraising campaign would have been to ask brands to simply become a contributing partner. Instead, SickKids took a more creative slant, asking big name brands to literally donate their radio airtime to a campaign of the same name.

An "Airtime" website, created by Cossette, gave companies a choice: they could make a cash donation to the foundation, or they could donate a portion of their radio advertising to spread the word about the research SickKids is doing to fight Cystic Fibrosis (CF). (The campaign's play on “air” was deliberate, as the fatal genetic disease robs Canadian youth and young adults of the oxygen they need to breathe.)

Hasbro, Telus, Mercedes and McDonald’s all gave up their airtime, and the team created four custom radio ads, each showcasing the brand partner and read by a different SickKids patient.
During CF Month, the spots were heard over 275 times and generated one million impressions.