Edmonton’s University Hospital Foundation (UHF) is launching an awareness campaign, in part to counter confusion when it comes to what the hospital actually does.

Television spots, which blend live-action interviews of real researchers with colourful animation, feature a cure to restore an Alzheimer’s patient’s family memories and an interactive 3D image of a young father’s heart to facilitate cardiac interventions.

Gail Stepanik-Keber, University Hospital Foundation’s chief catalyst of strategic marketing and alliances, tells strategy that UHF is moving more into primary and preventative care in areas such as dementia, stroke and cardiac care. However, people confuse it with other hospital foundations and children’s foundations, which is why it needed to get the message out that it’s about “solving the big problems of health,” Stepanik-Keber adds.

The animated and real life storytelling approach was chosen to help cut through a very busy provincial market, says Stepanik-Keber, adding that “we knew we had to be different and edgy and bold.”

The foundation’s marketing aims to target a broad swath of monthly donors. For example, UHF recently launched “Igniters,” a next-gen program for younger donors, a group which wants more experiential giving and to be connected to researchers to see where their money goes. Organizationally, it’s increasingly diversified its target, and through its holiday “Festival of Trees” events, it’s raised millions and boosted its awareness and consideration to trial.

“To us, it’s an ‘and’ versus an ‘or,'” Stepanik-Keber says, explaining that the foundation attracts donors through a philanthropy team, memorial gifts, referrals or donors interested in funding specific research such as a urology study.

The latest campaign, with creative by Blackjet and media by Cairns O’Neil, consists of two television spots, out-of-home billboards, radio and digital advertising. The core audience is 35- to 65-year-olds and is made of people who are likely to have previously donated to health-related causes.

The campaign, which goes to mid-December, is the organization’s first brand awareness campaign and features its new brand look and feel, which it unveiled in early 2023. Elements of the campaign can be seen on University Hospital Foundation’s website.