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this is not your typical  hospital ad.

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the challenge.

The population across Simcoe-Muskoka is expected to double in the next 20 years putting crippling demands on an already 'shaken up' healthcare system. With the Royal Victoria Hospital operating at or over capacity on most days, both residents and visitors have no choice but to wait long hours or drive 1 to 2hrs south to the big city for life-saving care. There was no debate - the Royal Victoria Hospital was in desperate need of an expansion. And with an ambitious goal of $100,000,000* to make that vision a reality, we needed everyone to come together and fight for the life-saving care this community needs and deserves.

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* $100M over the next decade. 

So, how might we rally every community from Barrie to Orillia to Collingwood to Muskoka to come together and fight for world-class healthcare right in their backyard?

the insight

Communities across Simcoe-Muskoka have a lot to be proud of, but the harsh realities facing their current healthcare centre may have them wondering if they are, in fact, living the good life. 

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where I came in

As the lead strategist, I developed the brand strategy and the go-to-market plan across a number of audiences and customer journeys.  But, this campaign wouldn't have been possible without the incredible teams at The Garden, RVH Foundation and M&K Media.  

$30,000,000* raised and counting

* Within 6 months of launch

Not only did the campaign raise awareness, but it also ignited pride among the community members. In the first 6 months following launch, RVH's website traffic increased by 285%, and they met 30% of their ten-year goal of $100,000,000. 

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27,000,000 earned media impressions

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