MICHAEL GARRON HOSPITAL FOUNDATION

Operation Neighbourgood

CHALLENGE

To build an emotional connection by making people feel like a part of something bigger than themselves – that they’re joining a movement together with their neighbours to build a stronger, healthier community.

INSIGHT

There are a lot of good neighbours in East Toronto. They’ve shared a lot of heart (and dollars) with Michael Garron Hospital, and the hospital couldn’t be more thankful.

IDEA

In the spring of 2021 NEIGHBOURGOOD made its first campaign appearance as the platform that connected all the fundraising communications. Since then, appreciation for the concept has only grown and with the fall’s iterations the campaign evolved from a friendly engaging thought, to a community movement. In this year’s campaign we introduced the expression JOIN THE NEIGHBOURGOOD as a rallying cry to be a good neighbour and support the cause - that allowed us to shine the spotlight on outstanding Neighbours in East Toronto: Jeff made thousands of neon hearts that glow in East Toronto windows. Lina sold handmade masks, Stephanie pedalled to Crush COVID and Antonio donated profits from his lemonade stand.

The campaign launched at the end of October 2021 and will run for six weeks, including a mix of out-of-home, TSA, print and digital/social media targeted at those living in East Toronto who have had interactions with Michael Garron Hospital.

Photographer: Lorne Bridgman
Media Agency: PHD