In 2019, the #10YearChallenge encouraged people to show just how much they had changed over the course of a decade by posting side-by-side selfies on social media. What was an exercise in public vanity turned into something profound when SickKids adopted the trend.

Cossette helped create the challenge, which used the same two-image format to tell the story of patient transformation and how donors helped make it happen.

SickKids selected four patients who had battled and overcome life-altering medical conditions over the last decade. Put together in just one day, the images became SickKids’ best-performing social posts.

The campaign reached over 439,000 people with zero media spend and received 15 times more engagement than SickKids’ Facebook page average. And hundreds of former patients and families shared their own “SickKids Vs - #10YearChallenge” stories. For some, 10 years is marked not in wrinkles gained or in pounds lost, but in lives saved.