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Telling the stories of sick children is normal practice for children’s charity adverts. For Toronto’s SickKids Hospital we withheld the “endings” of our stories to encourage donations. In other words, you can only find out what happened to the patients if enough people contribute online.
On social media posts, and the campaign website viewers can start to watch the stories, but each stops midway and informs you how many donations are required for the full video to unlock. The idea is that these patients’ life stories have been put “on pause” by their illnesses, and they need your donation to “unpause.”
Each video’s donation goal is tied to the individual patient’s story: For example, Kael’s video asks for 440 donors, which represents the number of days he spent at SickKids. The ends of the videos will only be fully revealed once a declared number of donors has been reached.