This Canadian Hospital Sticks to Its Vision in Spite of Obstacles
Scarborough Health Network (SHN) has released a wholly authentic and grittier second chapter in its powerful 'Love, Scarborough' campaign.
The first chapter of advertising shone a light on the gross healthcare inequities faced by Scarborough hospitals and urged Torontonians to back up their neighbours by supporting SHN鈥檚 hospitals and patients.
The follow-up demonstrates how much the healthcare network can accomplish with less before asking potential donors to imagine what it could do with more. Created by Lifelong Crush, the campaign鈥檚 anchor video shows SHN staff capably treating patients despite the significant 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 SHN employees, donors, volunteers, and community members.
The spot uses extraordinary visual metaphors to demonstrate the power and pride of SHN鈥檚 tenacity, despite being under-funded and underestimated. In one shot, a doctor demonstrates how they treat an influx of diverse patients in multiple different languages, while another shows a caretaker mopping a floor that extends into infinity. Another shot shows a staff member developing six arms to confidently keep up with the daily demands of his job and the constant influx of patients.
The spot also reflects Scarborough鈥檚 incredible diversity, with multilingual subtitles showing SHN employees communicating with patients in a variety of languages. To further capture the city鈥檚 vibe and exemplify the community鈥檚 tenacity, it鈥檚 soundtracked by 'Stick to Your Vision' by Maestro Fresh Wes. It ends with a call for donations to the campaign hub, .
鈥淭he people of Scarborough and Scarborough Health Network may not always be dealt the best hand, but they always make the best of it,鈥 says Alicia Vandermeer, president and CEO of the SHN Foundation. "Our campaign not only highlights the unwavering commitment of SHN staff in delivering top-notch care with limited capital upgrades but also showcases the resilience of both Scarborough and its people."
The creative approach showcases Scarborough鈥檚 tenacity and perseverance, despite not having the capital investments of its downtown counterparts, says Christina Yu, Lifelong Crush partner and chief creative officer.
鈥淪carborough Health Network has got more soul than any other hospital out there,鈥 adds Shannon McCarroll, creative director. 鈥淭hrough this campaign we aimed to convey its authenticity, distinctive grit, and the genuine experience of not just being in the hospital but also being part of the community. It鈥檚 also a campaign about pride - celebrating the hospital's achievements and ongoing efforts."
The video creative is running across TV and cinema, supported by digital and static out-of-home, print, radio and social. The out-of-home executions adopt the video鈥檚 same gritty realness, and feature SHN staff, donors, and volunteers along with their own words and in their own handwriting.
