The pandemic has us shown that sickness knows no boundaries. Everyone, regardless of race, class, gender, or age, can need urgent medical care. However, access to healthcare varies greatly, creating inequality. Scarborough, with 25% of Toronto's population, receives less than 1% of hospital donations. Scarborough Health Network (SHN) operates three hospitals serving nearly a million people in one of Canada's most diverse communities. Despite this, SHN is underfunded.
"Love, Scarborough" is an open letter campaign urging the city to address this healthcare disparity. The campaign raised awareness and donations from across the Greater Toronto Area through TV, cinema, print, radio, and online channels.
Throughout the campaign, the font that is featured was created from the real handwriting of 26 different individuals connected to SHN – one for each letter of the alphabet. On LoveScarborough.ca, people can learn about these people’s stories and even submit their own story using the font, aptly named “Scarborough Sans”.
Copywriter: Noah Fefferman, Jonathon Careless
Font creation: Lift Studios / Tyler Hawkins, Quinn Keavney
Director, TV: Revolver Films / Scott Cudmore
Director, Video Portraits: Route Eleven / Alicia K Harris
Photography: Undivided / Brianna Royce
Ogilvy Toronto