In the heart of Canada, Scarborough Health Network (SHN) stands resilient, embodying determination despite challenges. The latest chapter of the “Love, Scarborough” campaign, titled ‘Scarborough Grit,’ is a powerful testament to SHN’s unwavering commitment to providing exceptional care even with limited resources. Created by Lifelong Crush, this campaign, published in January 2024, captures the authenticity and tenacity of both the healthcare network and the community it serves.
Authenticity in Action:
Lifelong Crush, known for its diverse and cultural approach to creative campaigns, encapsulates the genuine essence of SHN in the ‘Scarborough Grit’ initiative. The anchor video, shot entirely on film, offers an unfiltered view of the hospital and the city, featuring real SHN staff, donors, volunteers, and community members. The authenticity is palpable, presenting Scarborough’s incredible diversity and the challenges faced by the healthcare professionals.
Overcoming Obstacles with Creativity:
Scarborough Health Network’s grit shines through in the face of underfunding and underestimation. The campaign’s visuals employ extraordinary metaphors to depict SHN’s power and pride. From doctors adeptly managing diverse patients to staff developing six arms to handle the daily demands, each scene is a symbolic representation of the healthcare network’s resilience.
Diversity and Resilience:
To mirror Scarborough’s rich diversity, the campaign includes multilingual subtitles, showcasing SHN employees communicating with patients in various languages. The soundtrack, featuring “Stick to Your Vision” by Maestro Fresh Wes, encapsulates the community’s tenacity. ‘Scarborough Grit’ is not just a campaign; it’s a celebration of achievements, ongoing efforts, and the unwavering spirit of Scarborough and its people.
Strategic Call for Donations:
The video concludes with a call for donations to LoveScarborough.ca, the campaign hub. The ask is not just for financial support but for solidarity in transforming healthcare in Scarborough. Alicia Vandermeer, President and CEO of the SHN Foundation, emphasizes the campaign’s dual purpose – highlighting SHN’s commitment to delivering top-notch care and showcasing the resilience of Scarborough and its people.
Campaign Rollout:
‘Scarborough Grit’ is more than a visual spectacle; it’s a comprehensive campaign that spans TV, cinema, digital, static out-of-home, print, radio, and social media. The out-of-home executions maintain the campaign’s gritty realness, featuring SHN staff, donors, and volunteers with their words in their handwriting.
Love, Scarborough Campaign Overview:
Launched on January 10, 2022, the ‘Love, Scarborough’ campaign sheds light on healthcare inequities in Scarborough. The funds raised will contribute to SHN Foundation’s $200 million goal, supporting critical projects like Canada’s first no-wait Emergency Department, community health centres, cardiac projects, and research and education within Scarborough hospitals.
About Lifelong Crush:
Lifelong Crush, a multidisciplinary creative agency, has proven its prowess in creating impactful campaigns that harness cultural beats. The agency, with a passion for results, has elevated the relationship consumers hold with brands across diverse sectors.
In summary, ‘Scarborough Grit’ is not just a campaign title; it encapsulates the spirit of Scarborough Health Network. Lifelong Crush successfully translates the grit and authenticity of SHN into a visually striking and emotionally resonant campaign that goes beyond conventional healthcare advertising. It is a call to action, an acknowledgment of challenges, and a celebration of resilience – a true reflection of Scarborough’s spirit.