Trillium Health Partners (THP) is demonstrating its commitment to inclusive, human-centred health in its latest campaign.
The “We See You” hero spot plays with commonplace doctor’s office verbiage – “we’re ready to see you now” – but emphasizes the second person instead.
The campaign showcases nurses, doctors, and staff, and recognizes each visitor as a unique entity, not just a patient or a collection of symptoms. THP is the largest community academic hospital in the country, comprised of Credit Valley Hospital, Mississauga Hospital and Queensway Health Centre in Mississauga.
“We created the…campaign to highlight Trillium Health Partners’ core belief that we care about everyone, both on a community level and on an individual level,” says Frank Macera, ECD at Taxi, the AOR for the campaign. “In the end, this humanizing approach creates a real sense of community and shared responsibility for comprehensive, holistic healthcare.”
Macera says the emphasis on “You” is about showing the healthcare network is not “a take-a-number kinda place” and countering public perceptions about hospitals shunting patients from one specialist to another.
Never having done a mass campaign for THP before, Macera says it was important to highlight that it serves one of the most diverse communities in the country, the west end GTA.
He says it is engaging with the local community to bring as much awareness to the THP network as possible, and laying the groundwork for future creative, such as a fundraising campaign slated for the spring.
“We See You” is available on various platforms, radio, DOOH, social media, and OLV and Macera says it is hoping for conventional TV as well.
Wavemaker handled media.
