Picture of doctor in a mask looking at something

Sinai Health Foundation is launching its first-ever public campaign with an intimate look at the relationship between patients and clinicians, showing genuine moments of triumph and hardship.

The new campaign premieres at the Toronto International Film Festival (TIFF) on September 14, with the spots playing during a special gala celebrating front-line workers and the patients who bravely shared their care journey.

Shot by award-winning cinematographer Goh Iromoto and commissioned by Sinai Health Foundation, the two broadcast spots and four mini-documentaries highlight the power of research and care at Sinai Health.

“We are thrilled to launch Sinai Health’s campaign showing how excellent care is a force of hope and more urgently needed now than ever,” said Louis de Melo, CEO of Sinai Health Foundation. “We want to take people on a journey to discover the real stories of care within our walls. It’s an invitation to get to know us and support the largest redevelopment in our history.”

The goal of the campaign is to create a greater understanding of the essential role philanthropy plays in enabling discovery and research, which in turn fuels the future of care. It provides things like equipment, beds, and a portion of capital costs that are not covered by government dollars.

Mount Sinai Hospital, Bridgepoint Active Healthcare and Lunenfeld-Tanenbaum Research Institute are leaders in moms and babies, cancer surgery, chronic diseases, palliative care and research.

A number of Sinai Health’s researchers are on the frontlines of discovering how best to identify and treat COVID-19, including looking at how the virus spreads and exploring new drug therapies.

“There has never been a more significant time to highlight the power of care and honour the champions of care who have been working tirelessly to support our patients,” said Dr. Gary Newton, President and CEO of Sinai Health. “The ongoing and generous support of the community helps sustain our efforts in facing the COVID-19 pandemic head on through discovery and compassionate care.”

Visit SinaiCares.ca to learn more about the campaign and help us achieve our ambitious goals. Follow @sinaihealthfoundation on Instagram/Facebook and @SinaiHealth on Twitter for news and use the hashtag #SharetheCare.