Scarborough Health Network (SHN) has released a wholly authentic and grittier second chapter in its powerful “Love, Scarborough” campaign. The first chapter of advertising shone a … read morelight on the gross healthcare inequities faced by Scarborough hospitals and urged Torontonians to back up their neighbours by supporting SHN’s hospitals and patients. The follow-up demonstrates how much the healthcare network can accomplish with less before asking potential donors to imagine what it could do with more. Created by Lifelong Crush, the campaign’s anchor video shows SHN staff capably treating patients despite the significant obstacles in their way. Shot entirely on film to present a more authentic view of the hospital and the city, the two-minute spot features real SHN employees, donors, volunteers, and community members. The spot uses extraordinary visual metaphors to demonstrate the power and pride of SHN’s tenacity, despite being under-funded and underestimated. In one shot, a doctor demonstrates how they treat an influx of diverse patients in multiple different languages, while another shows a caretaker mopping a floor that extends into infinity. Another shot shows a staff member developing six arms to confidently keep up with the daily demands of his job and the constant influx of patients. The spot also reflects Scarborough’s incredible diversity, with multilingual subtitles showing SHN employees communicating with patients in a variety of languages. To further capture the city’s vibe and exemplify the community’s tenacity, it’s soundtracked by “Stick to Your Vision” by Maestro Fresh Wes. It ends with a call for donations to the campaign hub, LoveScarborough.ca.
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