Some questions deserve real research
Heading
Pediatric Research Foundation
Overview
When a child receives a diagnosis, a parent’s first instinct is often to turn to the internet for answers. We created a campaign for the Pediatric Research Foundation to remind parents that some questions can’t be answered by a search engine. They require real research.
Showing the other side of healing
When it comes to a child’s health, the need to understand a diagnosis can feel urgent, often arriving before the answers themselves. You search. You read. You compare. And you hope that somewhere online you’ll find the information that can put your mind at ease. In Quebec, nearly 10,000 searches related to pediatric health are made every month, before even accounting for the growing number of questions people ask AI tools. But when it comes to certain illnesses, the internet can only take you so far.
Our mandate was to elevate the Pediatric Research Foundation’s profile by putting scientific research back where it belongs: at the heart of healing. Our goal was to focus on pediatrics, hope and donations without falling into the familiar clichés of sick children or relying on forced sentimentality. Instead, we wanted to shine a light on what the Foundation actually funds: the invisible, painstaking work of scientists that happens long before the results are seen.
Starting with a parent’s first instinct
Our idea stemmed from a deeply human impulse: when a child receives a diagnosis, a parent’s first instinct is to look for answers. It’s a simple, modern and universal reflex, but it also reveals a deeper issue: some questions are simply too important to rely on a search engine. When science hasn’t yet found the answer, researchers need time and resources to find it.
So, we shifted the focus of the conversation. Rather than talking about miracles, our campaign puts science front and centre. Rather than showing illness head-on, it captures the intimate moment when a parent searches for understanding. On screen, the words capture a sense of unease, while viewers hear a human voice that gives the message its emotional weight. The starkness enables the campaign to convey a powerful truth: behind every search is a life waiting for an answer.
Starting with a parent’s first instinct
Our idea stemmed from a deeply human impulse: when a child receives a diagnosis, a parent’s first instinct is to look for answers. It’s a simple, modern and universal reflex, but it also reveals a deeper issue: some questions are simply too important to rely on a search engine. When science hasn’t yet found the answer, researchers need time and resources to find it.
So, we shifted the focus of the conversation. Rather than talking about miracles, our campaign puts science front and centre. Rather than showing illness head-on, it captures the intimate moment when a parent searches for understanding. On screen, the words capture a sense of unease, while viewers hear a human voice that gives the message its emotional weight. The starkness enables the campaign to convey a powerful truth: behind every search is a life waiting for an answer.
A platform poised for growth
The campaign is built around three video messages and a powerful tagline: “Some questions deserve real research.” The platform gives the Foundation a distinct position in the philanthropic landscape, highlighting what sets it apart: pediatric research as a tangible force for healing.
Despite a limited budget, animation allowed us to create a sensitive, refined and unique visual language. This first initiative marks the beginning of a long-term partnership between the Pediatric Research Foundation and Tam-Tam\TBWA, united by a shared goal: to raise awareness about how research can transform the way we understand, treat and heal childhood illness.
Results
+44.7M
impressions
12,000
clicks to the website
26%
aided awareness for the brand
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