In partnership with True Media, Scarborough Health Network (SHN) is expanding its OOH media presence for the third campaign of its “Love, Scarborough” initiative.

Dubbed “Forever Ascending,” the latest campaign features billboards in Toronto, as well as placements in TV, movie theatres, radio, newspapers, digital and social media that will run until March next year.

SHN Foundation associate VP of marketing and communications Jennifer Lee tells Media in Canada that the hospital network has maintained a consistent media mix throughout the initiative –including media in-kind donations supporting its campaigns – but has been experimenting with how much to invest in different levels of the digital media funnel and has increased its OOH investment year after year since the program’s launch in 2022.

Lee explains that increasing investment in OOH was a strategic decision to showcase the campaign’s creativity, which has evolved its messaging since the launch of the first phase.

The change reflects the SHN Foundation’s success, she says, noting that “Love, Scarborough” has increased awareness among key philanthropists, organizations and business leaders who have helped it secure donations and volunteers. The network recently reached $200 million in fundraising and secured a $1.2 billion commitment from the Ontario government.

“What began by highlighting our severe inequities in donations and funding evolved to focusing on and leaning into our Scarborough differentiator – our grit, our determination, our excellent quality of care despite the obstacles presented by our aging infrastructure,” Lee says.

This year’s campaign, devised by Lifelong Crush, uses a steep climb as a symbol of resilience, celebrating the effort that SHN staff make to overcome various challenges, from outdated equipment to the growing demand in patient care.

The campaign video, shot against the backdrop of the Scarborough bluffs, features SHN staff alongside actors. Billboards in Toronto show SHN staff and community members – including Scarborough-born singer Fefe Dobson – at the top of their climb. Each headline is handwritten by the person featured in it.

Kyla Tymchen, associate director of marketing and communications for the SHN Foundation, tells Media in Canada that the campaign’s KPIs focus on boosting mass awareness, enhancing the image of Scarborough’s three hospitals, driving website traffic and clicks. The network also seeks to raise general awareness of its challenges and inspire support from the public.

The campaign’s primary target audience is the population of Toronto, focusing on high-capacity donors, while also targeting the local Scarborough community and SHN staff as secondary audiences. Given that the majority of SHN’s fundraising revenue originates in Toronto, and its influential individuals, maintaining this focus is a strategic priority, Tymchen says.

“While the goal is to raise awareness and inspire donations, we also know Scarborough feels very represented and proud of the platform we’ve built for the community and our health care staff,” she adds.