Scarborough is part of the Greater Toronto area and is one of Canada’s most diverse communities. It’s also home to a scrappy not-for-profit healthcare group that’s currently looking to raise $200M in a capital campaign. To interest people in supporting them, the Scarborough Health Network Foundation wrote “a letter” to the community that smartly portrays the need while simultaneously building confidence in the brand.
The Love, Scarborough campaign helps demonstrate the resilience and determination of the Scarborough Health Network staff as they work to provide exceptional quality care to patients, overcoming some serious challenges. For instance, SHN teams perform some of the highest number of surgeries in Ontario’s oldest operating rooms and care for 200,000+ emergency patients each year in ERs built for half that many.
Created by Lifelong Crush, a Toronto agency (with an interesting minimalist website), the campaign’s anchor video shows staff treating patients despite the obstacles in their way. Shot entirely on film to present a more authentic view of the hospital and the city, the two-minute spot features real employees, donors, volunteers, and community members.
Shannon McCarroll, Creative Director at Lifelong Crush said, “We aimed to convey the genuine experience of not just being in the hospital but also being part of the community. It’s also a campaign about pride—celebrating the hospital’s achievements and ongoing efforts.”
The video’s soundtrack—“Stick to Your Vision” by Maestro Fresh Wes—helps to further capture the community’s vibe and Scarborough Health Network’s place in it. The track benefits from its featured sample, “These Eyes,” by Canadian rock legends, The Guess Who.