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Sunnybrook Foundation readies fundraising campaign

The Sunnybrook Foundation, the fundraising organization of the Sunnybrook Health Sciences Centre in Toronto, will break a new television campaign this weekend. The campaign, developed by Grip of Toronto, consists of three 30-second commercials, two of which also have 60-second versions. Each execution presents itself as a eulogy for a loved one, revealing at the end that the person survived thanks to the hospital care they received. These will be accompanied by print ads, in-hospital posters, digital materials and social media activities. Media strategy is being handled by Willow Media. "Our stories are about how a person gets their life back, a second chance if you will," said Pamela Ross, chief marketing officer at Sunnybrook Foundation. "None of this would be possible without the donations we receive to fund our research, facilities and equipment. Our people are in the business of saving lives."

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