London Heath & Sciences Foundation
Faces of Heroes Campaign
The Challenge
London Health Sciences Foundation needed to increase donations while addressing a growing perception among donors that their contributions were not making a meaningful difference.
Whether giving once or donating monthly, many donors felt their individual impact was too small to matter. The campaign needed to restore that connection by clearly demonstrating how donor generosity directly supports patient care.
The work also needed to cut through a crowded fundraising landscape and reinforce the real-world impact of giving to London Health Sciences Foundation.
The Idea
Show the real faces behind the impact.
Faces of Heroes placed donors and the healthcare professionals they support on the same pedestal. The campaign highlighted the emotional connection between those who give and those who deliver care.
Real donors, doctors, and hospital staff were photographed without styling or polish. The raw, authentic portraits reinforced the honesty of the message and celebrated the generosity that helps make world-class care possible.
The Creative
The campaign was built around a series of powerful portrait photographs and
personal stories.
Over 35 donors and healthcare professionals were featured, representing a diverse cross-section of the community across age, gender, ethnicity, and life stage. Each donor’s story illustrated the connection between generosity and care.
These individuals were also used to help hyper-target campaign messaging to their respective demographics, allowing the work to feel more personal and relatable
across audiences.
The portraits captured genuine emotion and vulnerability, reinforcing the authenticity of the campaign and creating a powerful visual system that carried across every campaign touchpoint.
The Work
Faces of Heroes Case Study Video (60s)
Broadcast
A single broadcast film brought together real donors through a series of video portraits, capturing people from diverse backgrounds and reframing donation through a human lens. The spot ran across prime news placements, as well as YouTube and Meta.
Static and Animated Digital Ads
We developed over 350 digital ads featuring more than 35 real donors, creating a scalable system that personalized the campaign across formats. Donor demographics informed the targeting approach, allowing each story to reach more relevant audiences.
Static and animated placements ran across Google and Meta.
Print and Digital Boards
Print and digital boards featured donor-specific headlines, tailoring the message to each individual story. The work brought the campaign into everyday environments, creating moments of recognition and connection.
The Execution
Faces of Heroes launched as an integrated campaign designed to reach donors across both digital and traditional media.
Campaign elements included:
• campaign photography
• digital advertising
• social media
• website and digital assets
• print and outdoor placements
• 30 and 60-second broadcast spots
The campaign appeared across Facebook, Instagram, Google Display, YouTube, email, website, print, outdoor, and television, ensuring the message remained visible throughout the donor journey.
The Impact
The campaign successfully expanded reach and engagement while reinforcing the real impact of donor generosity.
The work generated:
• 22,000,000 impressions
• 169,000 website visits
• $0.35 cost per click
Most importantly, the campaign contributed to $31M in donations for London Health Sciences Foundation.
Faces of Heroes was recognized with a Gold Healthcare Brand Building Award at the Canadian Marketing Awards.
My Role
Strategy
Creative Direction
Art Direction
Copywriting
Design
Led the strategic and creative development of the campaign, including concept development, visual direction, messaging, and execution across all campaign assets.