RVH Foundation embraces healthy living » strategy
Royal Victoria Regional Health Center (RVH) Foundation is focusing on active living and intentionally eschewing tropes typical of hospital fundraising ads to convince more locals to become donors.
The new campaign shows different people living their lives outdoors, cliff diving, mountain biking and participating in tractor pulls, reminding its constituency that in order to be “wild,” they have to be healthy.
The Simcoe and Muskoka regions, which RVH services, are experiencing big population growth. To target both long-time residents and seasonal cottagers, the campaign needed to hone in on an “essential truth”: that the great outdoors is a unifying force,