Bowmanville Hospital Foundation
2024 / 2025 Media Campaign

Concept:

With a gritty, documentary approach,
showcase the diverse journeys the hard working people of Clarington are on,
championing their individual commitment to growing their community,
and the importance of their choice to support the BHF.

Strategy:

Structure commercial pieces using three elements:

1. Community Buliding 2. Empty Hospital Statistics 3. Coming together to donate

  1. Community Building

Using a documentary approach, profile a diverse series of community members, telling the story of the unique journey they are on.
Through rich textured visuals, explore how their mission is personal perseverance, but how that also means building up the community as a whole.

think:
early mornings, late nights, dew on the grass, putting in the hours, stocking shelves as the sun is coming in,
flipping the closed sign but continuing to work, walking into the rink after dark, turning on the lights of the rink

picture:
Farmer - PSW - Arborist - Tech Entrepreneur - Sports Coach

2. Empty Hospital Statistics

As the narrative from community members moves to the needs of the hospital,
use moody visuals of empty hospital facilities to show the immediate requirement for upgrades.

Translate these needs through graphics practically placed in the scenes.
Mimicking the design of signage already found in hospital, identify the number of individual donors required to upgrade this equipment.

Example of visuals:
The digital display on an outdated X - Ray machine reads “952 donors”
Sticker amongst the instructional display of a hospital bed read “534 donors”
Signage on the exterior glass of the ER reads “2234 donors”

3. Community Coming Together

Using the same documentary lens,
follow the community members to a public event where they encounter a fundraiser for hospital
see visuals of them making a contribution
see them happily engaging in the public event.

Examples of action:
Arriving at hockey rink to watch game, making a donation in the lobby, cheering in crowd.
Selling product at a farmers market, being approached by a fundraiser and donating, shopping and happily exploring other vendors at the market.