The Montreal Children’s Hospital Celebrates Childhood Resilience with Cheeky Sorry

​Cossette has once again lent its voice to The Montreal Children’s Hospital Foundation with a campaign that’s anything but quiet. This year’s goal: boosting the Foundation’s visibility and highlighting how every donation helps push the boundaries of paediatric research and care.

A healthy child? They make noise. They laugh loudly. They shake things up. And yes, they can be a handful. But that’s exactly the point. One of the first signs a child is unwell is often when that energy fades. Since 2018, that simple truth has inspired the Long Live Little Brats campaign, which reminds parents that an endlessly energetic kid is something to celebrate.

While past campaigns focused on the moments before or during treatments, this year’s edition embraces the 'after'—the joyful return of mischief, imagination, and chaos. And to say it loud and clear, Cossette adopted a delightfully cheeky approach: saying 'sorry'… with a wink.

“We often apologize when a kid is being loud or wild. This year, we’re flipping the meaning of ‘sorry’ to highlight the Foundation’s mission: helping kids bounce back into full-on loud mode,” said Patrick Michaud, vice president, creative at Cossette.

Bright, bold, and full of life, the campaign brings refreshing energy to the health foundation space. Featuring real members of The Children’s medical team, it embraces humour and optimism to spotlight the tangible impact of their work—made possible through donations that transform the lives of children and their families.

“It’s not every day you get to make this much noise for such a good cause. And we can go this big thanks to the generosity and solidarity of our media partners. With their support, you can hear the loud ones echoing all across Quebec,” added Mélanie Baillargeon, group director at Cossette Media.

Running across TV, radio, OOH, digital, and creative media partnerships, the campaign stands out for its rich, multi-platform storytelling.