New PSA from Holland Bloorview embraces saying “When life gives you lemons, make lemonade” to challenge public perceptions of childhood disability

Toronto (ON) – September 6, 2016 – A new advertising campaign from Holland Bloorview Kids Rehabilitation Hospital is challenging the public perception of what it means to be a kid with a disability. The campaign, entitled “Baking Good”, launched today on TV, digital out of home and online. Print and radio advertising will follow in the coming weeks. Holland Bloorview is also launching a pop-up lemon cart in downtown Toronto, to share lemon squares and strike up a conversation about childhood disability.

“If people take only one thing away from this campaign, it should be that kids with disabilities are full of possibilities,” said Holland Bloorview Foundation President and CEO Sandra Hawken. “At Holland Bloorview, we help kids unlock cognitive and physical abilities that have either been lost or have yet to be discovered. And in doing so, we get to see kids’ amazing strength, courage and spirit every day.”

Created by Havas Worldwide Canada, the campaign uses unexpected illustrations and images to bring to life the kids of Holland Bloorview, giving the audience an insight into who these kids are and what they can do. The audience is then encouraged to visit bakingood.ca to find out more about Holland Bloorview and discover how kids helped start a lemon-only bakery.

Thanks to our generous partners, you’ll see our Baking Good ads on CityTV, Sportsnet, Rogers radio stations, digital screens at malls, gyms, bars, restaurants and convenience stores, upcoming issues of Macleans and Today’s Parent and a variety of websites.


Television placement

Radio placement

Digital out-of-home placements

Media contact

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