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Scarborough Health Networks hip-hop inspired campaign lights up Toronto [Video]

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Community Building and Management

In the Toronto health scene, Scarborough Health Network (SHN) is a big deal.

The SHN serves one of Canada’s most diverse communities through its three hospitals and eight satellite sites. Located in the eastern part of the city on the shores of Lake Ontario, it has been the first stop for many immigrant patients arriving since World War II. 

Today its population consists of 60% new Canadians and 75% visible minorities. Shining a light on that community has been the focus of SHN’s Love, Scarborough campaign, which launched two years ago. 

Its latest installment, Scarborough Grit, was entrusted to local multidisciplinary creative agency Lifelong Crush. A TV spot with the same name uses the network’s employees and a 1998 hip-hop classic to call attention to SHN’s work. 

“Lifelong Crush, as our partners, did this amazing deep dive and held a listening tour where they went out and spoke to many stakeholders,” says Jennifer Lee, associate VP of marketing …

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