THE ISSUE OF BELONGING
$250M Exceptional Care Belongs Here campaign | Mackenzie Health
– THE CHALLENGE –
Mackenzie Health Foundation’s $250 Million “Exceptional Care Belongs Here” campaign to build Mackenzie Vaughan Hospital was redefining itself. We were asked to expand on the existing concept by developing strategically focused branding, messaging, design collateral and a campaign website. Discovery revealed that project’s ‘2 hospital model’ was viewed as a source of confusion.
– APPROACH –
We recommended turning the ‘2 hospital model’ conundrum into a plus. A new sub-tagline, “Exceptional. Together” leveraged the existing community-rallying concept and added a layer of meaning by symbolizing the advantages of how the ‘smart’ hospitals would communicate with each other.
– RESULTS –
$103 Million has been raised towards the $250 as of June 2018. Construction of Canada’s newest smart hospital is underway!
Deborah Kelly
COMMUNICATIONS DIRECTOR / MACKENZIE HEALTH FOUNDATION“Sherri’s “Exceptional,Together.” concept speaks to the necessity of support from our entire community, as well as Mackenzie Health’s vision to provide an innovative, world-class health experience in a two-hospital model. The clean and evocative graphic design helped to clarify our message, strengthen our presence and broaden awareness of our campaign.”
