Who: Scarborough Health Network (SHN), with Lifelong Crush for creative and strategy; Steam Films for production; Nimiopere and The Vanity for post production; TA2 for audio; and True Media for media.
What: "Scarborough Grit,'' the second instalment of the "Love, Scarborough'' brand platform launched in 2022 to shed light on the healthcare inequities faced by the region.
What: "Scarborough Grit,'' the second instalment of the "Love, Scarborough'' brand platform launched in 2022 to shed light on the healthcare inequities faced by the region.
When & Where: The video creative is running across TV and cinema, supported by digital and static OOH, print, radio and social.
Why: The "Love, Scarborough" follow-up adopts a more hopeful tone than its predecessor, demonstrating how much the healthcare network can accomplish with less, before asking potential donors to imagine what it could do with more.
Lifelong Crush creative director Shannon McCarroll said that Scarborough Health Network has got "more soul" than any other hospital. "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," she said.
How: The campaign’s two-minute anchor video shows real SHN employees—as well as volunteers and community members—confidently treating patients despite on-the-job obstacles like crumbling infrastructure and reduced staff.
It’s shot on 16 mm film to present a more authentic view of the area and its healthcare facilities, and soundtracked by “Stick to Your Vision” by Canadian artist Maestro Fresh Wes, who grew up in Scarborough and North York. The video ends with a call for donations to the campaign hub, LoveScarborough.ca.
LifeLong Crush employed visual effects (such as a staff member developing six arms to keep up with the constant influx of patients) to illustrate the ways in which SHN employees go above and beyond for their community. Multilingual subtitles were also used to demonstrate the diverse patient demographic and the many languages SHN employees use to communicate with patients.
OOH executions adopt the video’s same grittiness, with SHN staff, donors, and volunteers presenting their personal thoughts on the region's resilience in their own handwriting.
And we quote: “The people of Scarborough and Scarborough Health Network may not always be dealt the best hand, but they always make the best of it. 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." — Alicia Vandermeer, president and CEO, Scarborough Health Network
[videopress JqRqmIqy]
