Happy and you know it? Perfect. Do The Happy for SickKids

SickKids invites community to support children's health with May Healthy & Happy campaign

TORONTO, May 1, 2012 /CNW/ - A happiness movement is sweeping Toronto as SickKids today announced its first-ever Healthy & Happy campaign, presented by Canaccord Financial. More than 400 people formed Toronto's largest happy face in support of SickKids at a launch event held at Nathan Phillips Square this afternoon. The month-long campaign kicked off with a proclamation from the City of Toronto declaring May SickKids Healthy & Happy month.

Healthy & Happy is a SickKids effort to build awareness of pressing children's health issues and the need for community support to further research and patient care. The campaign is built on one premise - every child deserves to be healthy and happy. Throughout May, SickKids is asking the people of Toronto and beyond to help make this possible by participating, donating and sharing - Doing The Happy - in support of the Healthy & Happy campaign.

This year's Healthy & Happy campaign is focused on raising awareness of current child health issues in Canada: healthy weights and healthy starts in childhood development; prevention, symptoms and treatment of traumatic brain injury; and the potential of stem cell research to lead to further discoveries for treating childhood diseases and conditions. Head injuries are the leading cause of death and acquired disability in children under 14 in Canada. Child and youth obesity has tripled over the past 25 years and one in four people are overweight or obese. This is the first generation of children in modern history that may have a shorter lifespan than their parents because of child health issues like obesity. These child health issues are troubling and urgently need attention.

"SickKids researchers are investigating these and many other pressing childhood conditions but we need community support to further advance paediatric research and patient care," says Mary Jo Haddad, President and CEO, The Hospital for Sick Children. "Although we'd expect each generation to lead longer, healthier lives, the exact opposite may be happening. More kids are developing health issues that used to appear at a much older age. We are asking people to stand up and support children's health during the month of May so we can help ensure all children can lead healthier and happier lives."

Throughout May, SickKids invites the community to participate in the Healthy & Happy campaign and there is something for everyone. Visit www.dothehappy.com to find out all the ways to get involved and support SickKids including:

• Participating in more than 50 registered community fundraising events throughout Ontario
• Attending a free education session featuring SickKids experts to learn more about traumatic brain injuries, or about healthy weights and healthy starts for childhood development; or tuning in to a podcast on the latest in stem cell research for childhood disease
• Shopping at one of 35 participating corporate partners like Lug, Olly Shoes, Oxford Properties shopping malls, Starbucks, Swiss Chalet or Topper's Pizza, where a portion of proceeds supports the campaign
• Giving a Get Better Gift to honour moms for Mother's Day, such as the Play Medical Equipment which helps kids understand what is happening to them through imaginative play
• Visiting an interactive 'happy' booth in three Cadillac Fairview malls and signing up to become a monthly donor
• Tuning into the Newstalk 1010 SickKids Radiothon presented by Foresters on May 31 and making a donation by phone or online
• Buying tickets for the Scrubs in the City event
• Uploading a personalized icon on social media networks and Doing The Happy
• Uploading your 'happy moment' to dothehappy.com.

"Do The Happy is a moment, a movement, a call to action and a lighthearted way to inspire the community to participate and support our campaign in the name of advancing children's health," says Ted Garrard, President and CEO, SickKids Foundation. "People will be joining a movement that celebrates what is truly important to our future - healthy and happy children. We are asking everyone in Toronto to Do The Happy this month by participating in a community fundraising event, making a donation to SickKids, or uploading a personalized icon and spreading the word via their social media networks."

The Healthy & Happy campaign is supported by a marketing and digital campaign including subway station dominations at Dundas and Queen stations, subway car ads, a subway train featuring vinyl happy face decals - the 'Happy Train' - digital billboards at Yonge-Dundas Square, wild postings and newspaper ads. Several videos will also support the campaign including three 30-second vignettes and a Do The Happy celebrity reel featuring a number of personalities demonstrating their support for the campaign. Elements of the campaign will inspire people to have some fun, be creative and get involved by Doing The Happy. The Healthy & Happy concept and creative development was handled by Oxygen Design Agency. Media planning and buying was handled by Maxus. Jet Cooper developed the microsite and other digital components.

For more information, videos and photos on the Healthy & Happy campaign, or to learn more about how you can participate, donate, share and "Do The Happy" in support of kids' health, please visit: www.dothehappy.com

About SickKids Foundation

Established in 1972, SickKids Foundation raises funds on behalf of The Hospital for Sick Children (SickKids) and is the largest charitable funder of child health research, learning and care in Canada. Philanthropy is a critical source of funding for SickKids -- one of the world's foremost paediatric health-care institutions. For the fiscal year ending March 31, 2011, SickKids Foundation made an investment of $61.9 million in children's health, a direct result of community and corporate support. For more information, please visit www.sickkidsfoundation.com.

About The Hospital for Sick Children

The Hospital for Sick Children (SickKids) is recognized as one of the world's foremost paediatric health-care institutions and is Canada's leading centre dedicated to advancing children's health through the integration of patient care, research and education. Founded in 1875 and affiliated with the University of Toronto, SickKids is one of Canada's most research-intensive hospitals and has generated discoveries that have helped children globally.  Its mission is to provide the best in complex and specialized family-centred care; pioneer scientific and clinical advancements; share expertise; foster an academic environment that nurtures health-care professionals; and champion an accessible, comprehensive and sustainable child health system. SickKids is proud of its vision for Healthier Children. A Better World. For more information, please visit www.sickkids.ca.

Video with caption: "Healthy & Happy: Do the Happy for SickKids". Video available at: http://www.youtube.com/watch?v=jb7a5PshTJc&feature=youtu.be

Video with caption: "SickKids Do The Happy: Tennis". Video available at: http://www.youtube.com/watch?v=Q2VtPL6cYTQ&feature=youtu.be

Video with caption: "SickKids Do The Happy: The Issues". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20120501_C2794_VIDEO_EN_12956.mp4&posterurl=http://photos.newswire.ca/images/20120501_C2794_PHOTO_EN_12956.jpg&clientName=SickKids%20Foundation&caption=SickKids%20Do%20The%20Happy%3A%20The%20Issues&title=SickKids%20Do%20The%20Happy%3A%20The%20Issues&headline=Happy%20and%20you%20know%20it%3F%20Perfect%2E%20Do%20The%20Happy%20for%20SickKids

Image with caption: "Do the Happy Logo (CNW Group/SickKids Foundation)". Image available at: http://photos.newswire.ca/images/download/20120501_C2794_PHOTO_EN_12951.jpg

Image with caption: "More than 400 people formed Toronto's largest happy face at Nathan Phillips Square today to kick off the first-ever Healthy & Happy campaign for SickKids. (CNW Group/SickKids Foundation)". Image available at: http://photos.newswire.ca/images/download/20120501_C2794_PHOTO_EN_12978.jpg

Image with caption: "Madison Scott, 14, SickKids patient ambassador, leads the crowd in a happy song during the launch of Healthy & Happy at Nathan Phillips Square in Toronto. The new SickKids campaign builds awareness of pressing children's health issues and the need for community support to further research and patient care. (CNW Group/SickKids Foundation)". Image available at: http://photos.newswire.ca/images/download/20120501_C2794_PHOTO_EN_12977.jpg

PDF available at: http://stream1.newswire.ca/media/2012/05/01/20120501_C2794_DOC_EN_12959.pdf

PDF available at: http://stream1.newswire.ca/media/2012/05/01/20120501_C2794_DOC_EN_12960.pdf

Sandra Chiovitti
Media Relations
SickKids Foundation
416.813.8292 / 416.553.4198 (cell)
[email protected]