KBS Toronto has been selected as agency of record for the Mount Sinai Hospital Foundation, the philanthropic arm of the Sinai Health System.

Cause Company, the shop’s cause-related marketing division, will lead strategy and creative for the organization following “an extensive RFP process,” according to a press release.

Cause company will lead a brand introduction for the Sinai Health System, which is newly-formed and includes Mount Sinai Hospital, Bridgepoint Active Healthcare, Lunenfeld-Tanenbaum Research Institute and Circle of Care. It will also support the public launch of the “Campaign to Renew Sinai,” which it says is the largest fundraising campaign in the organization’s history.

Along with that, the agency will help develop a marketing campaign to increase awareness and engage with donors and the communities in the Greater Toronto Area.

The first phase of the brand campaign for the foundation will launch in late 2015.

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