Sunnybrook Foundation – That's Why It Matters

Agency: Dentsu Canada

SECTION I – BASIC INFORMATION

Business Results Period in Consecutive Months: May 2009 – May 2010

Start of Advertising/Communication Effort: November 2, 2009

Base Period as a Benchmark: May 2008 – May 2009

Geographic Area Covered: Greater Toronto Area (GTA)

Annual Budget Range: Under $250,000

SECTION II – SITUATION ANALYSIS

Sunnybrook Health Sciences Centre ("Sunnybrook") was opened as a Veteran’s Hospital after World War II. It has grown and evolved to become one of Canada’s largest and most comprehensive hospitals. It has also been successful as a fund-raising organization and up to this point had not needed to advertise or actively consider marketing. Fund-raising consisted of direct mail or events and tended to rely on patients that had been treated at the hospital.