Heal. Love. Bond. Mon­treal Chil­dren's Hospi­tal has a new mes­sage

Montreal Times - - News - By Deb­o­rah Rankin mtl­times.ca

"When we all come to­gether to sup­port the Chil­dren’s young pa­tients, ev­ery­one is a win­ner!"

- P.K. Sub­ban, spokesper­son for Help­ing Hands, Mon­treal Chil­dren's Foun­da­tion

The Mon­treal Chil­dren's Hospi­tal treats young pa­tients and need­less to say is al­ways look­ing for new ways to en­cour­age the pub­lic to sup­port its mission of help­ing sick chil­dren and their fam­i­lies. The Chil­dren's already has a rep­u­ta­tion for ex­cel­lent care, state-of-the-art med­i­cal tech­nolo­gies, and top-notch ex­per­tise. Thanks to its ded­i­cated team of health­care pro­fes­sion­als and staff the hospi­tal is rec­og­nized world­wide as a truly car­ing pe­di­atric fa­cil­ity. How­ever, the Chil­dren's Foun­da­tion de­cided that it was time to give the ven­er­a­ble in­sti­tu­tion an im­age makeover to bet­ter con­nect with youth­ful pri­or­i­ties and needs in today's world. Voila! A new iden­tity and mes­sage were born: Heal. Love. Bond.

These three words heal, love, bond - are "both sim­ple and charged with mean­ing for sick chil­dren and their fam­i­lies," says Re­bec­ca­Valade of Ci­toyen Op­ti­mum an out­reach part­ner of the Chil­dren's. These three pil­lars rep­re­sent a so­cial ap­proach to pe­di­atric health­care em­pha­siz­ing the co­op­er­a­tion of pa­tients, med­i­cal staff, and donors in heal­ing sick chil­dren as a whole.The re­cent cam­paign to in­crease aware­ness about the Chil­dren's cru­cial work in acute, as well as long-term care, is the brain­child of Cosette, an in­no­va­tive mar­ket­ing and brand­ing agency col­lab­o­rat­ing with the Chil­dren's Hospi­tal Foun­da­tion.

P.K. Sub­ban is an of­fi­cial spokesper­son for the Mon­treal Chil­dren's Foun­da­tion and a ma­jor donor and fundraiser. The for­mer Cana­dien de­fence­man has com­mit­ted to rais­ing $10M for the Chil­dren's Hospi­tal. The Chil­dren's named its atrium in his honor after he made what the health-care fa­cil­ity de­scribed as "the big­gest phil­an­thropic com­mit­ment by a sports fig­ure in Cana­dian his­tory." The city's fa­vorite Hab was the star at­trac­tion at a re­cent Hal­loween party at the hospi­tal much to the kids' de­light. "The ob­jec­tive of the Hal­loween cam­paign "L'Hal­loween - c'est malade" (a hu­mor­ous play on words in French) was first and fore­most "to bring joy to chil­dren in long-term care, con­sid­er­ing they can't go out of the hospi­tal to cel­e­brate," says Noemie de Roth­schild of Ci­toyen Op­ti­mum.

P.K.’s Help­ing Hand at the Chil­dren's Foun­da­tion is a fund ded­i­cated to as­sist­ing vul­ner­a­ble fam­i­lies fi­nan­cially dev­as­tated by a child’s ill­ness. Hav­ing a sick child of­ten means one par­ent has to stop work­ing, which puts a fi­nan­cial bur­den on the whole fam­ily. P.K.’s Help­ing Hand is ded­i­cated to mak­ing sure that these par­ents don’t have to worry about pay­ing for ne­ces­si­ties like food and medicine and can in­stead fo­cus on what’s most im­por­tant: help­ing their child get well.

"Re­gard­ing the (over­all) fi­nan­cial ob­jec­tives, the aim was to col­lect funds for the chil­dren at the hospi­tal in order to fund the hospi­tal and bet­ter the pa­tient's well-be­ing," says de Roth­schild. "In 2017-18 the Foun­da­tion man­aged to col­lect $25.7 M." The in­creased fund­ing trans­lates into tan­gi­ble ben­e­fits for sick chil­dren Valade says. Heal, love, bond, are not just three words but "three out­comes."

Any high-pro­file event such as P.K. Sub­ban's spe­cial ap­pear­ance not only raises money in the short term but also raises the hospi­tal's pro­file in the long term cre­at­ing a pos­i­tive cy­cle. Other fun-themed events are "made pos­si­ble through the sup­port of very gen­er­ous donors," Valade says. This is the case all year­round and es­pe­cially dur­ing the hol­i­days when the hospi­tal seeks the aid of clowns, Santa im­per­son­ators, etc. to make these mo­ments more en­joy­able for the chil­dren de Roth­schild says. A happy child and hope­fully a happy out­come.

Heal. Love. Bond. - A new model of com­mu­nity-based heal­ing at the Mon­treal Chil­dren's Hospi­tal. What's not to love?

P.K. Sub­ban with Loic

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