The Thunder Bay Regional Health Sciences Foundation (TBRHSF) had excellent brand recognizability in the community, but many people still didn’t fully understand the extent nor importance of the role they play at the TBRHSC.


Something was missing.


We were challenged to design a campaign that communicated how local charitable donations raised by the TBRHSF were being spent on state-of-the-art medical equipment and why Northwestern Ontarians should continue to donate.


What if…?

What if…

someone you cared for had a medical emergency, but didn’t have access to proper emergency medical equipment?

What if…

someone you loved was living with cancer, but had to travel a great distance to use proper cancer care technology?

What if…

a child stuggles to survive without medical intervention?

What if…

some day…you had an accident? And you needed state-of-the-art medical equipment to maintain your quality of life.

The Missing Piece campaign reached audiences inside and outside of the hospital. The campaign not only utilized traditional media such as print and radio, but also created ambient experiences within the hospital such as elevator door wraps, wall murals, mobile blood cart decals, and point-of-sale  installations.


The mission of the Thunder Bay Regional Health Sciences Foundation is to inspire the people of Northwestern Ontario to give generously to enable the advancement of world class healthcare and medical equipment at the Thunder Bay Regional Health Sciences Centre in Thunder Bay, Ontario.


Agency: Generator
Creative Director: Barry Smith
Art Director: Heather Cranston-Lesniewski
Graphic Designer/Illustrator Greg Dubeau
Copywriter: Kim Latimer
Copywriter: Robin Moss
Photographer: Aaron Tator
Website Design: Sencia