Toronto’s Mount Sinai Hospital is looking both to the past and the future in a new campaign marking its centennial.

The creative by Fuse Create is anchored by a 30-second spot which opens with a brief narration of the founding of the revered hospital, before explaining how it continues to provide trailblazing care.

“The first 100 years of Mount Sinai Hospital were incredible. We grew exponentially, from our humble beginnings to being the world-class and internationally renowned institution we are today,” said Louis de Melo, president and chief executive officer, Sinai Health Foundation.

“We were built by, and for, our community, and we’re deeply grateful for what their support has enabled. But the reality is that we are just getting started. We have ambitious plans for our next 100 years, and all that we want to do.”

Media includes connected TV, social and digital channels, with static and display ads highlighting the hospital’s accomplishments and reminding people that their donations can help make change.

“What we do alone can make a difference,” says the narrator. “But what we do together can make change.”

“Through this work, we pay tribute to the organization’s enduring commitment to healthcare excellence, and look forward to a future filled with even more innovation and impact,” said Steve Miller, ECD at Fuse Create.  “It truly does only take a nickel to help make a change.”