Joseph Brant Hospital Foundation - These Moments

Background

The Joseph Brant Hospital Foundation is the primary fundraising body for Joseph Brant Hospital in Burlington Ontario. Over the past few years, the foundation’s fundraising efforts has provided the means for massive improvements to their facilities and pushes their mission to provide the best patient experience through compassionate care and exceptional service. In 2016 Marshall Fenn helped launch the "Join the J" campaign as the central call to community action for the Foundation. In 2019, we set out to refresh that campaign with a new story that would ignite the imagination of the community and create a platform to inspire donations.

Insight

The central idea for this campaign came from the insight that a community’s relationship with their hospital is a highly emotional one. With so many of life’s important episodes played out within the hospital walls, those emotional moments create and inextricable bond between community and hospital. Births, deaths, stories of healing and moments of grief are all very real, raw, human, and ultimately, a perfect analog for life’s grand plan. And it is the nature of this relationship that defines the greatest rationale for mutual, sustained support.

Idea

We created a :60 cinema spot was the emotional centre of the renewed Join the J campaign. It illuminated the real, human stories that play out at the hospital every day – bringing home the connection between the hospital and its patients in the most relatable way possible.

Impact

The budget for this campaign was $17,000. It has been estimated that the total production value for this spot was over $100,000 – when factoring equipment, production team, post-production and union talent. Both the foundation and the community agree, that together we’ve created, an emotional, cinematic piece that creates a foundational springboard for their donations platform and more importantly, something the community and the hospital can be proud of.