Following up on its successful ‘In Our Lifetime’ campaign this summer, the Princess Margaret Hospital has created a new campaign to raise funds for its Gattuso Rapid Diagnostic Centre for Breast Cancer.
The new campaign, by Toronto’s Naked Creative, features a website, an original TV spot and a print buy with media partner the Globe and Mail. The TV spot will air on the Business News Network (BNN) and CP24 throughout November, a media partnership that was arranged by PMH. All media buys were purchased with frequency bonuses provided by the media partners.
The national exposure PMH receives with their media partners is important to the fundraising goals of the campaign because although the hospital is Toronto-based, its reach is national, Kevin Shea, PR manager, Princess Margaret Hospital, told MiC.
‘One of the dilemmas we have is we’re based in here in Toronto and in some people’s minds it’s looked at as a Toronto hospital and very candidly, it is. But the work that is being done crosses national and provincial borders, and because there are so many collaborations going on, the advances being made at the hospital are implemented in other regions as well. So we’re local, but in fact we’re one of the top five cancer centres in the world. So I think [the national exposure] is really important.’
The commercial follows the same creative ‘sign’ theme as the summer’s ‘In Our Lifetime’ spot did, but this time includes a specific request for funds, whereas the first commercial was more of a branding exercise, says Shea. And since this time an original score was created for the spot – the last one used a copyrighted song and could not be uploaded to YouTube – the hospital is hoping it will have a greater ‘viral’ life in the social media realm.
The Gattuso Rapid Diagnostic Centre for Breast Cancer offers patients a one-day exam, screening, diagnosis and treatment plan. Another $12.5 million is needed to complete the centre, which was built with a $12.5 million donation from husband-and-wife Emmanuelle Gattuso and Allan Slaight.
