UHN Give a Shift


Toronto General and Western Hospital Foundation engaged Haft2 to develop a name, visual identity and integrated campaign for a new online fundraising concept. The purpose of this first-of-its-kind, peer-to-peer virtual fundraising event, is to raise funds in support of UHN’s healthcare heroes – a way for people to say thank you and show support.


Haft2 created the fundraising campaign name, Give a Shift. With its short URL and hashtaggable campaign name, it provided a bold approach and a double meaning. It tied perfectly into the length of time one participates in the event (12 hours) similar to the length of a healthcare workers shift. It also incorporates the call to action: “give”.

The logo design, visual language and creative for the campaign continued with that bold approach using large type, high-contrast colours and vivid photography. Those elements are used consistently throughout the campaign, which included web, paid print, digital and social media.


Although the campaign recently launched and the event is April 30–May 02, 2021, registration and sponsorship for the event continues to exceed expectations. Very positive comments on social media are coming from healthcare workers, donors and staff about the first-of-its-kind event.

Haft2 used bright yellow (colour of the year 2021) contrasted with dark blue in the Give a Shift logo to emphasize day and night while making the "!" – that replaced the "i" in the word "Shift" – pop.