Transforming lives

Following a two-week teaser campaign, this week zig will be launching a full-blown marketing effort for the Centre for Addiction and Mental Health (CAMH) in Toronto. CAMH is building a new kind of hospital in Toronto’s trendy Ossington neighborhood, and believes that being part of the community is part of treatment. As such, the 27-acre site will be an innovative urban village of care for patients with mental illness and addiction issues.
The campaign was inspired by the ubiquitous condo real estate advertising throughout the city. We took those stereotypical ads and put a new spin on them, creating faux real estate ads first as teasers to drive people to transforminglives.ca, and this week launching executions with more details on the project. We even created a condo-style model suite to provide a tangible experience for people to engage with the new kind of care that their support can enable. The campaign includes radio, print and OOH. You can check out some samples attached, and I’ve also included a press release with all the details and credits. Feel free to contact me for more information or images.
Illustration: Essam Basta, Stantec Architecture Ltd.