Scarborough, representing 25% of Toronto’s population, faces different challenges than its neighbour, Toronto. For decades, Scarborough Health Network (SHN) has had to do more with so much less – stretching resources, caring for one of the most diverse populations in the country, and tackling systemic inequities head-on. But a campaign by agency, Lifelong Crush, is showing that those uphill battles aren’t seen as setbacks. They’re what fuel the city’s grit, resilience, and spirit.
Lifelong Crush has made SHN’s uphill battles physical in this year’s campaign, Forever Ascending, the third chapter of the Love, Scarborough campaign. The campaign features doctors and patients striving to climb a mountain – a metaphor for Scarborough’s resilience, celebrating the community’s determination to rise above challenges.
The hero commercial, shot against the backdrop of the Scarborough Bluffs, features SHN staff along with actors, and blends authenticity with visual effects. Climbers scale the Bluffs while an audio score centred around a heartbeat reinforces the effort SHN staff put forth every single day.
Billboards across Toronto show SHN staff and community members (including Scarborough-born artist, Fefe Dobson) at the top of their climb. Each headline is handwritten by the person featured, personalising the message of perseverance.
By spotlighting frontline healthcare workers, patients, volunteers, donors and community members, the campaign amplifies the lived realities of Scarborough’s fight for healthcare equity. “Every day, our staff face challenges most hospitals never see,” stated Jennifer Lee, associate vice president, marketing & communications at Scarborough Health Network. “From outdated equipment to growing patient demand, we keep climbing – because Scarborough deserves the very best care. This next chapter in our story serves as both a reminder and an invitation to everyone across Toronto to help us climb.”
“So much craft and care went into each aspect of the campaign. It mattered so much to get it right because we knew the stakes were high,” added Derek Blais, chief creative officer at Lifelong Crush “Every detail – from the sound design to the handwritten headlines – had to feel true to Scarborough’s story. When people see this, we want them to not just understand the climb but feel compelled to join it.”
The full campaign will cover on TV, cinema, out-of-home, digital and social.
Credits:
Agency: Lifelong Crush
Partner, Chief Creative Officer: Christina Yu
Chief Creative Officer: Derek Blais Associate Creative Directors: Fábio Siqueira, Frank Megna
Art Director: Fábio Siqueira
Copywriter: Frank Megna
VP, Business Director: Lindsay Day
Group Business Lead: Kim Hunter
Account Supervisor: Noah Faigal
Account Executive: Lekha Kanagasabai
Integrated Producer: Sydney Kavanagh
Client: Scarborough Health Network Foundation
President & CEO: Alicia Vandermeer
Associate Vice President, Marketing & Communications: Jennifer Lee
Associate Director, Marketing & Communications: Kyla Tymchen
Marketing & Communications Officer: Jacqueline Vu
Manager, Marketing & Communications: Melanie Anderson
Coordinators, Marketing & Communications: Akilah James & Adela Hua
Director: Adrijan Assoufi
Production Company: Soft Citizen
Managing Director: Eva Preger
Executive Producer: Rob Burns, Link York
Line Producer: Jackie De Niverville
Director of Photography: John Ker
Production Designer: Karl x Dom
Casting: Jigsaw Casting
Production Manager: Kyle J. Thompson
Production Coordinator: Ryan Bobkin
Wardrobe: Tania Pedro
Makeup: Sierra Elliott
Offline Editorial Company: Nimiopere
Executive Producer & Partner: Julie Axel
Offline Editor & Partner: Graham Chisholm
Assistant Editor: Shalini Menon
Colour & VFX: theVanity
Colourist: Andrew Exworth
Lead VFX Artist: Naveen Srivastava
CG: Sam Andrews
VFX Artists: Kaelem Cahill, Andrew Farlow, Adam Silcox-Vanwyk, Michael Medeiros, Scott Olthoff, Greg Avery Executive Producer: Katie Methot
Audio: PIRATE SOUND
Sound Director: Vanya Darkul
Sound Engineer: Ian Boddy
Producer: Harleen Bhogal
Media Agency: True Media
Associate Media Director: Claire Crombez
Client Strategist: Jordan Toppan
