Women’s College Hospital (WCH) joined with Toronto-based creative communications agency Intent to launch We See Things Differently, a campaign highlighting the hospital’s approach to healthcare equity.

The We See Things Differently campaign showcases how the hospital plays a role advocating for health equity, believing that a healthy society thrives when everyone has access to timely, high-quality, efficient, and compassionate care. The advertising launched in early October and runs to the holiday season.

Empathy, the hospital’s media AOR, built the media plan through segmentation work with Environics to target people 30-plus interested in equity causes and healthcare. It seeded the creative inside Facebook groups before starting the major campaign to gain first-hand market feedback to roll out across other media formats such OOH, social and Reddit platforms. The cross-platform campaign spans digital and non-digital media including a dedicated website, mural ads in select subway stations, lamp post banners, DOOH, targeted social media, community ads, in-hospital applications such as elevator wraps, and both print and digital news media.

The ads have been created using portrait photography by Toronto photographer Lorella Zanetti to emphasize the diverse population it serves — women, the underrepresented and the underserved, regardless of age, race, background, gender identity or sexual orientation. Intent, a full-service agency for non-profit and public sector organizations, worked on the campaign’s creative.

Women’s College Hospital is Canada’s only independent, academically affiliated, stand-alone hospital focused on women’s health and equity.

This article was updated at 1 p.m. to include reference to Empathy in addition to Intent.