Most campaigns that ask for donations juxtapose the needs of the people being helped with the excellence of the help that is given. Scarborough Health Network (SHN)’s Love, Scarborough campaign by Toronto agency, Lifelong Crush, doesn’t put itself on a pedestal like that.
The first chapter revealed the gross healthcare inequities faced by Scarborough hospitals and urged Torontonians to back up their neighbours by supporting SHN’s hospitals and patients.
The second chapter shows how the network does more than anyone thought possible, with less than anyone could imagine before asking potential donors to imagine what it could do with more. The hero film, Scarborough Grit, shows SHN staff treating patients capably 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 and uses visual metaphors to demonstrate the power and pride of SHN’s tenacity, despite being under-funded and underestimated. To capture the city’s vibe and exemplify the community’s tenacity further, it is soundtracked by Stick to Your Vision by Maestro Fresh Wes.
“The people of Scarborough and Scarborough Health Network may not always be dealt the best hand, but they always make the best of it,” stated 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 highlights Scarborough’s tenacity and perseverance, despite not having the capital investments of its downtown counterparts, commented Christina Yu, Lifelong Crush partner and chief creative officer.
“Scarborough Health Network has got more soul than any other hospital out there,” added Shannon McCarroll, creative director, Lifelong Crush. “Through 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’s 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’s same gritty realness, and feature SHN staff, donors, and volunteers along with their own words and in their own handwriting.
Credits:
Client: Scarborough Health Network Foundation
President & CEO: Alicia Vandermeer
Associate Vice President, Marketing & Communications: Jennifer Lee
Manager, Marketing & Communications: Kyla Tymchen
Officer, Marketing & Communications: Jacqueline Vu
Coordinator, Marketing & Communications: Akilah James
Agency: Lifelong Crush
Chief Creative Officers: Derek Blais, Christina Yu
Creative Directors: Shannon McCarroll, Skye Deluz
VP, Strategy: Carly Miller
Strategy Director: Savannah Onofrey
Art Director: Skye Deluz
Copywriter: Shannon McCarroll
Art Director: Daniel Ong
VP, Business Director: Lindsay Day
Group Business Lead: Kim Hunter
Account Executive: Noah Faigal
Integrated Producer:\s: Demi Veselinovic, Sydney Kavanagh
Production Company: Steam Films
Executive Producer: Krista Marshall
Director: Pensacola
Director Of Photography: Peter Hadfield
B-Roll: Alicia K. Harris, RouteEleven
Line Producer: Andrew Graham
Production Designer: Noelle Hindi
Wardrobe Stylist: Kate Day
Editorial Company: Nimiopere
Executive Producers: Julie Axell, Paula Hicks
Editor: Graham Chisholm
Assistant Editor: Laura Corredore
Colour & VFX: The Vanity
Colourist: Andrew Exworth
VFX Supervisor: Naveen Srivastava
Executive Producers: Kayla Baxter, Stephanie Pennington
Photography Production Company: Lifelong Crush
Director: Sarah Blais
Photography Assistant: Chris Smith
Producers: Demi Veselinovic, Sydney Kavanagh
Production Coordinator: Rae Harder
Audio House: TA2
Executive Producers & Music Supervisors: Christine Leslie, Steve Gadsden
Audio Directors: Steve Gadsden, Oliver Wickham
Mix & Sound Design: Chris Masson, Ken Lo
Media Agency: True Media
Associate Media Director: Claire Crombez
Client Strategist: Jordan Topan
