St Joseph’s Hospital Harnesses the Power of Trust for Community Connection

Dec. 15, 2022

Creative agency The Local Collective and St. Joseph’s Hospital have joined forces to launch a campaign with a personal touch, looking to reconnect the hospital with key donors.

Facing a highly competitive hospital landscape, The Local Collective had to come up with a strategy that would allow St. Joseph’s to break through and differentiate itself from its competitors. To do so, the team has set out to continue the trust the hospital had built up in the community and revive public perception of the hospital, while touching the hearts of donors through the real stories of the local community users of the hospital.

Knowing the empowering effects of togetherness, The Local Collective created a photographic narrative to inspire meaningful connection between community residents and St. Joseph’s staff, showcasing both alongside text describing how the hospital’s care has benefited them.

The agency’s strategy focuses on the belief that people appreciate the chance to share their stories of gratitude to the hospital and spotlight the community they’re a part of. The completed campaign not only celebrates all that the hospital has been able to achieve, but also underscores the support it needs in order to continue, encouraging involvement from its target audience of potential donors living in higher income areas of the West End of Toronto. 

The campaign runs across OOH and social.

Kaitlin Doherty, President of The Local Collective made note of the impact of hearing and seeing the real stories of the hospital patients:

"It was such a unique opportunity to hear these inspirational stories firsthand. The gratitude and partnership the hospital as formed with the West End community is truly incredible. It was an honour capturing that partnership."