Happy is Back and It's Bringing Healthy With it

TORONTO, ONTARIO--(Marketwired - May 1, 2013) -

Editors note: There is a photo and a video associated with this press release.

SickKids Foundation today announced the launch of its second annual Healthy and Happy campaign to build awareness of pressing children's health issues and the need for community support to further research and patient care.

The month-long education and awareness campaign, which was awarded gold for 'Best Integrated Fundraising Campaign' at the Canadian Marketing Association Gala last year, kicked off today with a proclamation from the City of Toronto presented by Mayor Rob Ford at the hospital declaring May SickKids Healthy and Happy month. The campaign is built on one premise - every child deserves to be healthy and happy.

This year's Healthy and Happy campaign aims to raise awareness of child and youth mental health - including prevention, signs and symptoms, trends, treatment and care. Today, between 10 and 20 per cent of youth are affected by a mental illness or disorder. For children with a physical illness, the percentage is even higher.

"Mental illness is the single most common contributor to distress for children, youth and their families worldwide, yet in Ontario, only one in six children receive the mental health services they need," says Mary Jo Haddad, President and CEO, The Hospital for Sick Children (SickKids). "This year's Healthy and Happy campaign is an important initiative to enhance public awareness about the troubling statistics with respect to child and youth mental health. Hopefully these discussions will stimulate action to enhance support and treatment for young patients with mental illness and their families."

To support the campaign and learn more, SickKids invites the community to play a fun and interactive online game aimed at starting the conversation about mental health. youandme - a mental health discovery game for youth and adults prompts players to answer four multiple choice questions about how their friend, child, brother or sister would react in everyday situations. Once completed, the participant has the option to share and compare their answers via email with the other person to see what they learned.

Not only will players learn more about themselves and others by playing the youandme discovery game, but they can also earn AIR MILES reward miles for their participation. The first 20,000 AIR MILES Collectors to initiate and play the game can earn 20 AIR MILES® reward miles.

"Healthy and Happy is an important campaign to engage the community and allow everyone to show their support for children's health," says Ted Garrard, President and CEO, SickKids Foundation. "SickKids is so much more than a place where kids go to heal. Through research, education and care, SickKids is changing the face of children's health, and we need the community's support so we can ultimately live in a world where every child is healthy and happy."

Visit www.healthyandhappy.com to learn more about all the ways to get involved and support SickKids including:

• Playing the youandme mental health discovery game

• Participating in one of the more than 25 registered community fundraising events throughout Ontario

• Supporting 60 Healthy and Happy corporate partners by visiting one of their participating locations, where a portion of proceeds supports the campaign. Just look for our Healthy and Happy blue icon in their store windows.

• Giving a Get Better Gift to honour moms for Mother's Day, such as the Visit from a Furry Friend, which provides a sense of comfort and helps to ease anxiety for SickKids patients

• Tuning in to the SickKids Telethon on Fairchild TV presented by Shiu Pong Group of Companies on May 4 from 8:50 to 10:20 p.m. and making a donation by phone or online.

• Tuning in to the NEWSTALK 1010 SickKids Radiothon presented by Foresters on May 30 from 3 to 7 p.m. and making a donation by phone or online.

The Healthy and Happy campaign is supported by a marketing campaign including transit shelter installations, wild postings, newspaper ads and online ads from which users can play the youandme discovery game. A 15- and 30-second animated video will also support the campaign. The Healthy and Happy concept and creative development was handled by Oxygen Design Agency. Media planning and buying was handled by Mindshare. Bloom Digital Media created the youandme game.

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, 2012, SickKids Foundation made an investment of $61.3 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 of Healthier Children. A Better World.™ For more information, please visit www.sickkids.ca.

To view the photo associated with this press release, please visit the following link: http://www.marketwire.com/library/20130501-SKphoto1LR.jpg.

To view the video associated with this press release, please visit the following link: http://youtu.be/Kv18Cmq0Vpg.