Special, Just Like You

Toronto’s hospital system is expansive, with a number of facilities renowned for leading-edge care. Sunnybrook is recognized globally for groundbreaking research, developing new models of care and as a center for training and education, yet many in the Toronto community have little knowledge of the work that takes place on its three campuses. The creative campaign that includes digital video, digital audio, radio, out-of-home, and in-hospital executions, aims to remind Toronto of this special place that’s right in its own backyard.

“Sunnybrook takes on the toughest illnesses, injuries and conditions,” said Sunnybrook CEO Andy Smith. “We’re driven by a commitment to place patients and families at the center of all we do. Their voices inspire us to continually seek new answers and translate discoveries into better and more personalized treatments. Spreading the word about what takes place here is imperative to attracting support to fuel our work.”

Public Inc. Chief Creative Officer Jill Applebaum said the team heard repeatedly from patients and staff alike that there was something different about Sunnybrook. “As soon as you walked in, you knew it was special,” said Applebaum. “To break through to our audience, we knew we had to capture that feeling.”

In the campaign – the first created by Applebaum and Creative Directors Heather Apple and Erin Stevens since joining the purpose-driven agency this summer – Sunnybrook’s specialness is captured.

“This campaign brings to life what many of us know – and what we hear often from patients, staff, and our donor community,” added Sunnybrook’s Kelly Cole, CEO of Sunnybrook Foundation. “Sunnybrook is Special. We’re excited to share this message to the broader community.”