Toronto’s Women’s College Hospital has people in the city’s downtown core seeing pink cubes with a new campaign aimed at raising awareness about the hospital and the unique services it provides.

The hospital is an out-patient, ambulatory hospital, meaning it has no beds and no overnight stays, but still offers the same services as other hospitals. Patients can undergo surgery, go home the same day and keep in touch with their doctors through an app.

With media by Denneboom Media and creative by a local artist, the campaign is targeted at adults aged 25 to 54 and relies primarily on an out-of-home buy in Toronto, including transit shelters that have been transformed into pink cubes (which will be the theme for the hospital’s planned lobby renovations), subway posters and elevator wraps in office buildings.

The OOH buy is supported by a custom eight-page editorial insert in the Toronto Star, which will also appear online, as well as programmatic online buys through RadiumOne’s network, targeted at health-related content.

Lauralea Mast, VP, senior media advisor, Denneboom Media, tells MiC that this is the first major consumer-facing campaign the hospital has undertaken. She adds that it is part of a five-year strategy for the hospital, which is looking to establish itself and the style of healthcare it offers.

The campaign will be in market for the next six weeks.