UHN (University Health Network) engaged Haft2 to develop an aspirational campaign that sets Toronto General & Western Hospital Foundation’s Planned Giving program apart from its competitors. Planned Giving – the act of leaving a gift in your will to the Foundation – often has barriers to giving. These barriers range from potential donors not understanding how the process works, the incorrect belief that leaving a gift in a will is only for the wealthy, and even personal family issues. Haft2 was tasked with developing a campaign to dispel these barriers and demonstrate the need for gifts of all sizes.
With our approach, Haft2 wanted to demonstrate there is a need, TGWHF is a charity that requires donations to fund research leading to new innovations, patient therapies and cures. Since the campaign will be used for 5+ years and therefore, Haft2 wanted it to feel fresh, different but not trendy. To appeal to a wide audience and reach groups who previously may not have considered Planned Giving, Haft2 ensured to use accessible language, defy the perception that leaving a gift in your will is only for the wealthy.
In order to convey this message and give the campaign a human feeling, Haft2 worked with skilled photographer Christopher Wahl to photograph individuals who put UHN in their will. These photos were used for newspaper spreads, brochures and posters.
The campaign fully launched in 2022 with broader awareness using social media as the main platform. Updates were made to the website to showcase the new videos creating a better user experience.
New elevator wraps, posters and brochures have been implemented throughout Toronto General and Western hospitals, created further interest in the program.