The Hospital for Magic Children?

SickKids is harming more kids than its helping by keeping its name, says a life coach who is launching an online petition on Change.org this week to push for a rebranding of the University Ave. hospital.

“There’s a reason why when we sit down on an airplane they say, ‘In the event of a water landing’ instead of ‘crash,’” explained Robin H-C, an emotional wellness author from Collingwood. “They do that because words can set off our fight or flight system. A little child who is going through a process — I think they’d want to go to an establishment that looks at healing.”

H-C said she would like to see “magic” or “healing” in the title, or “at the very least” something neutral. She was inspired by a five-year-old girl who is battling cancer and the thought labelling children as “sick” adds an obstacle to their recovery.

“It’s not to say the hospital isn’t doing great work — but that name is just a killer for parents,” she said. “Because it’s branding (kids). It’s labelling them. There are enough studies that (show) kids live into labels.”

She’s also launched a Facebook page — Our mission: to rename Sick Kids Hospital to a Healing One for Little Ears (https://www.facebook.com/healingkids/?fref=nf) — which has attracted 161 members. The hospital said it “continuously reviews” SickKids’ brand to ensure it represents “our vision and our mission.

“SickKids is more than a hospital and it is more than its name,” said hospital spokesman Matet Nebres. “We know that many of our patients and families are going through extremely difficult times and we try to do everything in our power to make a stay here as positive as possible.”

The hospital was founded in 1875.

“Our name is one that resonates powerfully with our community, and accurately describes our primary goal – to provide outstanding care to sick kids,” Nebres added.

To support H-C's petition, go to: http://www.thepetitionsite.com/130/417/497/rename-sick-kids-hospital-to-healing-title-for-little-ears/

jenny.yuen@sunmedia.ca