The Montreal Children’s Hospital is putting a playful twist on healing with its new “Sorry” campaign, unveiled Tuesday, highlighting the energy kids regain once they recover.

“We celebrate what we call kids returning to being a little bratty,” said Kim Fraser, the hospital’s vice-president of communications, marketing and community relations. “A bratty kid is a healthy kid.”

The campaign features children who have recently been discharged and are already back to their usual mischief.

Ads have been rolled out across the city, including bus shelters and billboards, underscoring the hospital’s message that a full recovery often means the return of noisy, messy, spirited behaviour.

Fraser said donor support is at the heart of those outcomes. “I think it’s the only charge on your credit car

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