Scarborough Health Network Takes Care to New Heights

Scarborough Health Network (SHN) is taking its message to new heights with the launch of Forever Ascending, the third chapter of the acclaimed Love, Scarborough campaign created in partnership with Lifelong Crush.

Scarborough - representing 25% of Toronto’s population - faces different challenges than its neighbour to the west. For decades, SHN has had to do more with so much less – stretching resources, caring for one of the most diverse populations in the country, and tackling systemic inequities head-on. But in Scarborough, those uphill battles aren’t seen as setbacks. They’re what fuel the city’s grit, resilience, and spirit.

This year’s campaign, which launches October 13th uses a steep climb as the central symbol of Scarborough’s resilience, celebrating the community’s determination to rise above challenges.

The campaign film shot against the breath taking backdrop of the Scarborough Bluffs, features SHN staff along with actors, and blends authenticity with visual effects. Climbers scale the Bluffs while an audio score centred around a heartbeat reinforces the effort SHN staff put forth every single day.

Billboards across Toronto showcase SHN staff and community members (including Scarborough-born artist Fefe Dobson) at the top of their climb. Each headline is handwritten by the person featured, personalising the message of perseverance.

By spotlighting frontline healthcare workers, patients, volunteers, donors and community members, the campaign amplifies the lived realities of Scarborough’s fight for healthcare equity. “Every day, our staff face challenges most hospitals never see,” said Jennifer Lee, associate vice president, marketing and communications at Scarborough Health Network. “From outdated equipment to growing patient demand, we keep climbing – because Scarborough deserves the very best care. This next chapter in our story serves as both a reminder and an invitation to everyone across Toronto to help us climb.”

“So much craft and care went into each aspect of the campaign. It mattered so much to get it right because we knew the stakes were high,” said Derek Blais, chief creative officer at Lifelong Crush “Every detail – from the sound design to the handwritten headlines – had to feel true to Scarborough’s story. When people see this, we want them to not just understand the climb but feel compelled to join it.”

Forever Ascending will run on TV, Cinema, Out-of-Home, Digital and Social. True Media is the media agency.