Campaign from Public Inc. Captures the Feeling inside Sunnybrook Health Sciences Centre's Walls

A new creative campaign for Sunnybrook Health Sciences Centre (SHSC) from Public Inc. aims to raise awareness of the hospital and why it is the place to be in your toughest moments. 

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 centre for training and education, yet many in the Toronto community have little knowledge of the work that takes place on its 3 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," says Andy Smith, Sunnybrook CEO. “We’re driven by a commitment to place patients and families at the centre 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."

“We heard time after time, from patients and staff alike, that there was something different about Sunnybrook,” said Public Inc. chief creative officer Jill Applebaum. “As soon as you walked in, you knew it was special. 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 from the opening exterior images, to the impressive machines and technology, to the special people who work there and are prominently featured in the campaign.

“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.”