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Creative in association withGear Seven
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Sinai Health Foundation Launches First Campaign with Newly Appointed Creative AOR FUSE Create

08/11/2022
Advertising Agency
Toronto, Canada
144
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The campaign is an evolution of the previous creative platform; dimensionalizing ‘care’ and personalising its delivery.

Sinai Health Foundation is launching its first evolution of the “See what care can do” campaign today, November 7, with creative agency FUSE Create. This is the first creative work coming out of the partnership since the AOR announcement this past summer. 

The fully integrated brand marketing campaign follows personal stories of care. The goal of the stories is to showcase the individualized, multidisciplinary, collaborative care provided by Sinai Health. Through compelling visuals and storytelling, the stories highlight specific areas of care such as women & infants, rehabilitation, and cancer treatment, among other treatments Sinai Health is well-known for. In addition to the primary spot, stories from two past patients will launch later in the campaign, further deepening the notion of "see what care can do."


“Rather than focusing on care alone, this campaign celebrates our people – those who provide the care, our staff; those who benefit, our patients; and those who support it; our donors.,” says Laura Hearn, Vice President of Brand Strategy & Marketing at Sinai Health Foundation. “By shifting from See What Care Can Do to the more inclusive “see what we can do,” it’s inviting the audience to be a part of the world-class care that Sinai Health provides every day.”   

FUSE Create developed the creative and digital marketing strategy that includes TV, OOH, print, and paid social. FUSE worked with Vapor Music on the audio production, Radke Films on production and direction, and Outsider Editorial for editing post-production. Aber, H+K, and JAM Direct also provided support for this campaign. 


“Building on the momentum of the “See What Care Can Do” campaign, we wanted to dimensionalize that word ‘care’ a little for the viewer,” says Steve Miller, Executive Creative Director. “By associating names, faces, and even symptoms to the care provided, we can bring that care to life, and demonstrate what “we” - the patients, doctors, nurses, therapists - can do.”

The fall campaign will carry over into 2023, along with a new creative campaign to celebrate Mount Sinai Hospital’s centennial. To learn more about Sinai Health Foundation visit sinaicares.ca.

Credits
Work from FUSE Create
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Confederation Centre of the Arts
14/03/2024
7
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