Mount Sinai is celebrating its long history, but also its future, through a new campaign.

“Mount Sinai 100” honours the hospital’s origin story, which includes a crafty spot that incorporates old photos and talks about how four nurses collaborated to raise nickles and open up the Toronto institution.

“We took on a more illustrative approach as we started brainstorming the campaign,” says Roshanaa Krishnamoorthy, senior manager, go to market brand strategy and marketing at Sinai Health Foundation, who tells strategy it tapped an extensive photo archive for the latest work.

“We really felt it captured that historical vibe… and we wanted to give it a unique look and feel for this special anniversary,” Krishnamoorthy says. The hero spot also interweaves more modern images too, such as twins from its NICU, who hold the world record for being the smallest premature babies. “It’s a really good mix of historic and new,” she says.

Fuse Create, Sinai Health Foundation’s creative AOR, created the 30-second video spot to simultaneously look back at the last 100 years of the hospital, a place of trailblazing medical care, while also looking forward to what the next generation of patients can expect from the hospital.

Krishnamoorthy says the organization has been moving toward a more digital approach, making sure it’s able to track donor journeys and is also better able to educate people about Sinai Health and the range of services it offers.

“We’ve seen a lot of effectiveness with our digital approach and wanted to continue that with this campaign,” Krishnamoorthy says. “We have been trying to [get] more campaigns in market… and maintain a connection with our audience.”

“Mount Sinai 100” is also airing via connected TV and on social media, with creative highlighting Mount Sinai’s historical journey from its humble beginnings on Yorkville Avenue to its current location on University Avenue.

This past June, the hospital also unveiled “The Mount Sinai 100 Experience,” an immersive and interactive installation at the Art Gallery of Ontario (AGO). For the activation, it displayed video interpretations, artistic renderings, archival photography and historical artifacts that shared the hospital’s story and what it means to the city of Toronto.