The North York General Hospital Foundation, the charitable arm of the Toronto hospital from which it takes its name, has tapped creative agency Courage to develop the foundation’s first major brand campaign.

The marketing effort will support fundraising efforts for a planned expansion of the hospital, which will be its largest since opening 50 years ago. The goal will be to “tell North York General’s story in a way we never have before, that truly resonates with Canadians and galvanizes support across our diverse communities,” said Ya Shan Waley, chief marketing and communications officer for the foundation.

Under the partnership, Courage is mandated with developing and launching an integrated campaign across mass, digital, social and owned channels. The campaign is expected to debut in 2023.

“Our business model is centred around helping clients find their courage,” says Niki Sahni, president of Courage. “But you don’t need to look far to see how courageous this organization already is. From the doctors to the nurses, to the patients, to the researchers – North York General Hospital is pushing the boundaries of quality health care each day. Our job is to lean into that story and connect the brand to culture, raising awareness and donations on a national scale.”

Announced in April, North York General Hospital plans to expand with a new patient care tower that will add 110 inpatient beds and an expanded emergency department. It also has plans to build a new 384-bed long-term care home. Currently, 420,000 patients visit the hospital on an annual basis.

The win is the latest for Courage, which has enjoyed strong momentum since opening its doors in May, including a big win late last month when it picked up the creative assignment for CIBC.

Photo courtesy Sikander Iqbal.