Humber River Health Is on a Mission to Cure Healthcare in Canada
Canadians take great pride in their universal healthcare system, but with emergency rooms overwhelmed, a shortage of family doctors, an aging population, and hallway medicine at an all-time high, the system is at a critical crossroads. In fact, many in Canada believe that our healthcare system is dying. In response, Humber River Health Foundation is launching Healthcare Lives, a new brand strategy, creative platform and rally cry dedicated to finding a cure for healthcare in Canada.
Developed with agency partner Diamond, the platform was created to highlight the great work Humber River Health is doing to innovate and implement cutting edge technologies in order to tackle the challenges faced across the Canadian healthcare system. From reduced wait times, to safer patients, advancements in technology to the end of hallway medicine, the work at the hospital is intended to transform Canadian healthcare beyond their doors, for hospitals coast to coast.
First opening their doors in 2015 as the first fully digital hospital in North America, and rebranding to Humber River Health in 2023, the goal from the start has been to usher in a new era of modernised healthcare. Since that time, they have become internationally recognised as one of the foremost hospitals for 21st century models, leading to improved patient outcomes. By implementing advanced technologies such as automated robotics and real-time analytics, they have enhanced patient care and streamlined operations.
“At Humber River Health, we're not just responding to the challenges of today - we're redefining the future of healthcare,” said Sandra Sualim, president and CEO, Humber River Health Foundation. “The new Healthcare Lives platform demonstrates that, not only is Humber River Health living proof that with steadfast commitment to innovation and technology, the Canadian system can be stronger than ever, but with the support of the community we can transform healthcare for all Canadians.”
The campaign hero is a powerful film (directed by Stuart McIntyre, DP’d by Kris Belchevski and edited by Marc Langley) created to drive mass awareness of the Foundation’s mission. The content is supported by a suite of assets for TSA, OOH, print and an updated website, each highlighting a challenge faced by Canadians in today’s system, from patient outcomes to hallway medicine. The Healthcare Lives platform is supporting the largest and most ambitious fundraising effort since the opening of the new hospital, with the goal of raising $100 million to reinvent systems of care.
“The new brand strategy and creative platform is intended to bring attention to the innovation happening at Humber River Health, through impactful creative designed to inspire Canadians, giving them motivation and hope in a space that often feels like an overwhelming challenge,” said Simon Craig, creative director at Diamond.
“Our rally cry, Healthcare Lives, stems from the work being done to keep healthcare alive in Canada. Part of our mission was to take a fundraising campaign and bring it into the context of Canadian healthcare, as donating to Humber River Health is giving to the Canadian system as a whole,” said Anand Iyer, creative director at Diamond.
The campaign launched on October 21st with the full suite of creative elements in market today.
