Gillette Children’s treats kids with severe illnesses and injuries, giving them a chance at some semblance of a normal life. Because when you have a debilitating condition, the thing you want most is to just feel normal.

The idea that these kids don’t need pity, but that the hospital needs your support, was used for years after this campaign.

In both TV and print fundraising efforts, these kids were absolute champs. Inspiring, really.