St. Michael’s Foundation, the charitable arm supporting one of Toronto’s biggest and most respected hospitals, has three new AOR partners to help drive its ambitious HumanCare campaign to raise $1 billion.

The Foundation has named One Twenty Three West as its lead creative agency, with Epitaph Group leading media and Agnostic responsible for PR and influencer.

St. Michaels launched HumanCare last November, following survey results that showed most Canadians (68%) believe health care needs to be overhauled, and that many—particularly marginalized communities—don’t feel safe or comfortable when accessing healthcare.

The goal behind the HumanCare campaign is to “dismantle barriers to access to care, shorten wait times and ensure that treatment decisions are made in partnership with patients and their loved ones.,“ said a release introducing the campaign.

“HumanCare is more than a campaign. It’s a $1 billion movement to create – alongside our patients and their families—a global framework and standard for the patient experience that doesn’t yet exist,” said Lili Litwin, president, St. Michael’s Foundation. “With the support of our donors, St. Michael’s Foundation will stop at nothing to champion this change,”

After launching the campaign last year, St. Michaels has three new agency partners to help drive more Canadians to support the campaign. A new creative campaign for HumanCare will launch in Q4 this year.