a wild approach to the healthcare crisis
The Simcoe-Muskoka region is facing a healthcare crisis, with RVH, the area's largest hospital, in urgent need of expansion. We developed a brand platform based on a local truth: you can’t live your best life without great healthcare. For a community deeply tied to the outdoors, the thought of losing their way of life due to inadequate healthcare was a powerful motivator. Within months our Keep Life Wild campaign had raised nearly $20 million - and the donations kept rolling in.
OOH was placed along routes to outdoor spots popular with those who rely on RVH for their health.
Our message was amplified with digital, print and in-hospital advertising.
We shared real patient stories on social, showing how donations helped them return to their wild lives after treatment
