Social memes and challenges come and go.
社交表情包和各种挑战可谓是此起彼伏。
They're usually frivolous fun.
通常来说都是比较低趣味的，
People participate and don't give it much thought.
人们参与其中，但没有加入太多想法。
The #10YearChallenge was no different.
10年对比挑战也不例外。
People were asked to show a pic of themselves 10 years ago side by side with a pic of themselves today.
参与者要展示自己10年前的照片和今天的照片。
Tons of regular people did; tons of celebs did it.
很多普通人参与了，很多名人也参与了。

Everyone was talking about it.
大家都在谈论这项挑战。
We realized that when the challenge was taken through the lens of our client, The Hospital for Sick Children, we can give it a completely new purpose.
我们意识到，当这个挑战可以通过我们的客户，也就是儿童医院的镜头来进行时，我们可以赋予它一个全新的目的。
The SickKids VS #10YearChallenge gave us a unique, free opportunity to display the transformative nature of SickKids hospital.
SickKids医院VS#10年对比挑战，给了我们一个独特的、自由的机会来展示SickKids医院的变革本质。
In less than 24 hours, we created Facebook and Instagram posts that tell an entire story of the power of donations.
在不到24小时的时间里，在Facebook和Instagram上，我们带动了很多讲述捐赠的力量的帖子。
Not only were our posts shared in light, but many former patients and their parents also posted their own versions of the meme.
不仅我们发了自己的帖子，很多以前的病人和他们的父母，也发布了他们自己的对比照。
With the simple change of characters, a shallow social media challenge suddenly became meaningful, powerful, and inspiring.
随着角色的简单变化，一个肤浅的社交媒体挑战一下子就变得有意义、有力量、有启发性了。