Like most online trends, the “10-Year Challenge” took off like wildfire. It asked social media users to post current pictures of themselves next to pics from 10 years ago. SickKids adapted the idea to show how transformative its care facilities can be. It posted pictures of kids in intensive care next to ones of them in high school, all hale and hearty. Each post also told the individual’s story, outlining what brought them to the hospital and what they’ve accomplished since leaving. Former patients from around the world began posting their own pics in the same way. Organic reach for the project hit more than 439,000 and drove above-average engagement on Facebook and Instagram for the fundraising foundation.