Toronto East General Hospital Foundation readies new campaign
By Adnews Staff
The Toronto East General Hospital Foundation is preparing a new advertising campaign in support of what it describes as its largest-ever public appeal for financial support. The campaign, developed by Doner, will break on April 30. It will include radio, print, outdoor and online ads aimed at corporate decision-makers and potential philanthropists in Toronto. The creative depicts medical staff conducting fundraising activities such as lemonade stands and car washes. The ads use the tagline, "If we could raise the money ourselves, we would." The foundation is attempting to raise $50 million to improve the hospital's infrastructure. The print ads will run in The Globe and Mail, Toronto Life, MacLean's and local community papers. "The foundation needed an advertising campaign that brings to consumers' attention the need for public support," said Patrick Gladney, senior vice-president at Doner. "We feel that this campaign achieves that objective while demonstrating the unique commitment of their people and the award-winning health care they provide, which is why it's so important for consumers to contribute to the hospital fund."