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Royal Victoria Regional Health Centre Foundation Taps The Garden for Fundraising Campaign

Advertising Agency
Toronto, Canada
The initiative is looking to raise $100M over the next decade for a planned multi-site expansion

The Royal Victoria Regional Health Centre(RVH) Foundation has chosen Toronto agency The Garden to oversee a creative and strategic positioning that will help it meet its aggressive target of raising $100M over the next 10 years. It’s the largest fundraising campaign of its kind in the history of Simcoe Muskoka.

Located in Barrie, Ont., RVH is the most advanced healthcare centre in Central Ontario, offering life-saving care to the immediate community, and care for the most critically ill people from across the Simcoe Muskoka region through world-class programs in cancer, cardiac, stroke and child and youth mental health. 

But RVH is operating beyond capacity, caring for more than 3,000 people in hallways prior to the pandemic, with occupancy rates reaching up 135% and wait times for surgery climbing. To fix this untenable risk to the health of the people it serves, it is planning an expansion that will double the size of its current facility and will build another site in Innisfil.

RVH Foundation selected The Garden following a formal review. The fundraising campaign will launch in the fall.

“We needed a strategic partner that understands our unique challenges to help design an irresistible call-to-action that mobilises the entire region in securing the quality of care that each of us wants and needs,” says Pam Ross, RVH Foundation CEO. “The Garden stood out for their tenacity, collaboration, strategic heft and whip-smart creative. We could not have asked for a better partner.”

The Garden co-founder and chief creative officer Shane Ogilvie said the agency was enticed by the prospect of working with a client possessing the ability to have a tangible impact on a crucial issue like healthcare, particularly in the wake of a global health crisis.

“There’s never been a more pivotal moment when it comes to their healthcare system, and realizing the importance of ensuring that we give it the time, attention, and funds it needs to be the best it can be,” he says.

Agency co-founder and chief strategy officer Shari Walczak said that the planned campaign aligns with one of the agency’s key pillars of leaving the world a little bit better than it was before. “Helping a client like this really delivers on that internal philosophy,” she says.

“Everybody deserves great healthcare, and to play a part in making that possible, and ensure that it’s available whether it’s needed today or tomorrow, is incredibly gratifying and exciting,” she adds.

Work from The Garden