In-Hospital Campaign

  • Client:

    Toronto General & Western Hospital Foundation

  • Our Role:

The Challenge

Toronto General & Western Hospital Foundation secured a matching gift for The Donald K. Johnson Eye Centre, and wanted to leverage the match to raise funds from visitors to the Centre, home of the largest vision program in Canada.


We know patients are deeply grateful for the care they receive, and they want a way to express their gratitude to the hospital, but they also want their physician to know they’ve made the gift.


The core audience for this campaign was patients to The Donald K Johnson Eye Centre – the beneficiaries of the funds raised by the campaign. As part of a larger campaign, the doctors pledged their own funds, which were used to match campaign donations. We leveraged the patient experience together with matching gift and “Honour Your Hero” language, to launch an in-hospital campaign, meeting the patients where they were.

Creative materials for the in-hospital campaign leveraged the familiar eye test chart associated with optometry visits. Window clings and posters were displayed in high traffic areas. This messaging was also integrated on line to be consistent across channels. At a launch event, attendees were given lapel buttons and wallet size magnifiers to drive awareness and sustained messaging.

A series of patient-testimonial posters and stand-up banners were created to fill the large clinic space and areas within the hospital.


What were the highlights of the campaign? Can include results if they are available.

The campaign was met with such excitement from patients that the Major Gift Officer relocated his office into the Vision clinic to work directly with patients and family members who wanted to make a contribution to the campaign. The success of the campaign led to other matching gift in hospital campaigns in other clinics.