Sunnybrook preaches togetherness during COVID

Who: Sunnybrook Health Sciences Centre, with No Fixed Address for creative.

What: A new COVID-related ad, “Together is how we’re going to win.”

When & Where: The campaign is currently running on TV, thanks to $145,000 worth of donated media time from payment processing company—and fellow NFA client—Moneris. It is being complemented by a digital media buy.

Why: Like so much advertising these days (healthcare or otherwise) the message is about the importance of maintaining social distancing and staying at home to mitigate the spread of COVID. There is also an ask for contributions to the healthcare organization’s COVID-19 relief fund.

How: The spot opens on images of empty streets and sports stadiums, accompanied by a voiceover that states “Today, you’re fighting. By self-isolating, Physically distancing and home-schooling. And Sunnybrook is here every day. With our patients. In our labs. Together is how we’re going to win.” The spot drives to a dedicated website where people can donate to the hospital.

And we quote: “Sunnybrook is playing an essential role in the fight against COVID-19. As a result we have seen generous donations from our community to build momentum. We are all doing our part, and because we are all in this together, it was important for us to communicate this rally cry.” — Christina Topp, VP, community engagement, Sunnybrook Foundation


Chris Powell