How a commonly used product was reimagined to help SickKids

by Nov 9,2012Labelink

(Why SickKids Foundation May Be Partnering With a Local Business)

In A Tale of Two Cities English novelist Charles Dickens started with the now famous opening, “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to heaven, we were all going direct the other way – in short, the period was so far like the present period, that some of its noisiest authorities insisted on its being received, for good or for evil, in the superlative degree of comparison only.”

Sounds familiar doesn’t it?

But in a twist of fate a privately owned Canadian company decided to make a difference locally. Producing Digital labels for a Lip Balm customer, Labelink (with manufacturing facilities in Toronto and Montreal) envisioned the possibility of using this product to help SickKids Hospital generate a much needed new revenue stream.

As Peter Cassaro VP Sales and Owner of Labelink put it, “We have long been a supporter of the hospital but were thinking of ways to make a far greater impact. We have children who are healthy and are thankful for that. When we did some research and discovered that 80% of all necessary research goes unfunded, we felt compelled to do something different, even sustainable for them.”

In conjunction with his own Marketing Team, Peter and SickKids Foundation are now having discussions to put together a unique program which will utilize current social media best practices to generate what is hoped will be millions of dollars of new monies for the Foundation and Hospital.

Samples were run for the Foundation send through their offices and show its sponsors.

“Many thanks for the samples…they are a big hit around the office.” Janice Saunderson, Development Officer, SickKids Foundation

In the some of the worst of times, the best may still be yet to come.

If you’d like more information about this topic, or to schedule an interview with Peter Cassaro, please call Denis Cancellara at 1-866-913-0572 ext 223 or email Denis at