Scarborough Health Network | Closing Healthcare Gaps | Clapboard Ad Archive

Love, Scarborough

Description

Launched in 2022, Love, Scarborough is a powerful and emotionally engaging campaign created for the Scarborough Health Network by Ogilvy to spotlight healthcare inequities in Toronto and mobilize support to raise $100 million for underfunded hospitals serving one of Canada's most diverse communities. Scarborough, home to nearly a million people and representing 25% of Toronto’s population, receives less than 1% of hospital donations despite its vast and varied population, which includes many new Canadians who often speak languages other than English. This campaign takes the form of an open letter from Scarborough to the rest of the city, calling for collective action to level the healthcare playing field. By harnessing the universal truth that illness respects no boundaries of race, class, gender, or age, Love, Scarborough aims to unify the Greater Toronto Area in addressing the critical gap in medical care access and funding. The integrated campaign, delivered across film, TV, cinema, print, radio, and digital platforms, features a unique typographic element—Scarborough Sans—crafted from the handwritten letters of 26 individuals connected to the health network, emphasizing the personal stories and diverse voices within the community. The campaign website, LoveScarborough.ca, offers an interactive space where users can explore these stories and contribute their own narratives using this signature font, deepening engagement and fostering a sense of shared purpose. The campaign’s messaging is rooted in inclusivity, emphasizing Scarborough Health Network’s commitment to delivering world-class medical care to Canada’s most multicultural area despite significant funding challenges. This initiative serves not only as a call for needed donations but as a broader plea for equity and solidarity in healthcare, inviting all residents in Toronto and beyond to contribute to creating a more just and well-supported system for all. For further details or to make a donation, visit LoveScarborough.ca.

Credits

Client

Scarborough Health Network

Agency

Ogilvy, Toronto, Canada

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Campaign Proposition

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