Discover "Love, Scarborough," a 2022 healthcare campaign highlighting disparities in Toronto’s diverse community, aiming to raise $100M for Scarborough
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
Campaign Proposition
The "Love, Scarborough" campaign by Scarborough Health Network addresses a critical healthcare disparity within Toronto by highlighting the significant underfunding of hospitals serving one of the city’s most diverse and rapidly growing communities. The brand proposition centers on advocating for equitable access to quality healthcare, emphasizing that while anyone can fall ill, not all communities receive the resources needed for adequate care. Scarborough, home to nearly a million residents—the majority being new Canadians with diverse linguistic backgrounds—receives an unjustly low share of hospital donations despite representing 25% of Toronto’s population. The campaign positions SHN as a dedicated provider of inclusive, world-class medical services that urgently require public support to bridge this funding gap.
Strategically, the campaign leverages a narrative approach by framing its message as an open letter from Scarborough to the broader Greater Toronto Area, invoking a collective responsibility to address healthcare inequity. This personal and community-driven angle fosters emotional engagement by spotlighting real individuals connected to SHN through a unique visual device: a custom font crafted from the handwriting of 26 people involved in the network. This distinctive creative element not only humanizes the campaign but invites audience participation by encouraging visitors to share their own stories, deepening connection and investment in the cause. Running across multiple media—TV, cinema, print, radio, and online—the integrated campaign aims to raise awareness broadly, targeting both Scarborough residents and the wider population to drive donations. The underlying market insight recognizes that the pandemic has underscored universal vulnerability to illness, yet systemic inequities persist; by highlighting this divide with authenticity and community voices, the campaign seeks to mobilize a greater share of funding needed to support Scarborough’s healthcare infrastructure.
Creative Device
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
The “Love, Scarborough” campaign is built around the symbolic device of an open letter from Scarborough to the rest of Toronto, giving a voice to a marginalized community and personifying the systemic inequity through collective handwriting and storytelling. Rather than literally depicting patients struggling for care or hospital shortfalls, the campaign uses the analogical device of a personal plea—a unified font created from real caregivers’ and community members’ handwriting—to represent scarcity, invisibility, and the urgent need for support. This symbolic open letter serves as the embodiment of the healthcare disparity, aiming to trigger empathy and drive action.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Competitive Planks
University Health Network (UHN) – Positioned as Canada’s largest acute care and medical research organization, UHN leverages cutting-edge research, innovation, and specialized care to provide advanced treatments. It emphasizes its role as a leader in complex and chronic care, attracting patients from across the province and globally, supported by strong philanthropic networks.
Toronto General Hospital – As part of UHN, it focuses on specialized tertiary and quaternary care with expertise in cardiac, transplant, and neurology services. It differentiates through world-class research integration and a reputation for pioneering medical procedures, positioning itself as a top referral center for critical and specialized patient populations.
Sunnybrook Health Sciences Centre – Equipped as a multi-site academic health sciences center, Sunnybrook is known for trauma, cancer care, and women’s and infant health. It highlights innovation and patient-centered care, integrating education and research to elevate treatment standards across diverse healthcare needs.
St. Michael’s Hospital – Located in downtown Toronto, it positions itself as a leader in inner-city and community health with a focus on trauma, critical care, and chronic disease management. St. Michael’s differentiates through a strong commitment to social accountability and addressing health disparities in underserved populations.
Humber River Hospital – Marketed as North America’s first fully digital hospital, Humber River emphasizes technology-driven care and patient experience enhancement. It promotes efficiency, innovation, and accessibility to healthcare services, appealing to a tech-savvy population seeking modernized medical infrastructure and streamlined care delivery.
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