Start Today. Serve Tomorrow. was developed to support advocacy efforts by Orillia Soldiers’ Memorial Hospital (OSMH), with the goal of mobilizing public support and influencing provincial decision-making.

The campaign included brand development, messaging, and a range of supporting materials designed to drive awareness and action. The work focused on creating a clear and urgent call to action supported by accessible tools for public engagement.

In its first week, the campaign reached over 15 million people through traditional media, generated more than 200 advocacy letters to the Minister of Health, and contributed to OSMH being named one of only two hospitals in Ontario to receive a capital planning grant in the 2024 Ontario Budget.