2025 Winner

CASE SUMMARY

North York General Hospital (NYGH) has long been recognized for its exceptional care for expectant parents. In 2023, the NYGH Foundation set an ambitious $32 million fundraising goal to build a new birthing center. The challenge: position NYGH as a leading provider of labor and delivery care while increasing awareness and attracting new donors.

Expectant parents receive a flood of information, much of which is impersonal or overly clinical. Traditional resources, like “What to Expect When You’re Expecting,” can leave parents feeling unprepared and alone in the real, raw experiences of childbirth. Despite endless advice and books, there’s a gap for honest, heartfelt guidance that embraces the unexpected, less talked-about aspects of pregnancy and delivery.

To address this, NYGH created “What No One Tells You When You’re Expecting”– a candid, community-driven book designed to tell parents what traditional guides often leave out. Drawing on real experiences crowdsourced from parents, the book was filled with the emotional truths of pregnancy, birth, and early parenting, making it unlike any other.

NYGH called for submissions from parents via social media, OOH ads, and in-hospital placements, gathering over 6,000 responses within the first month. The most compelling entries were selected for a 150-page book filled with vibrant illustrations that brought these honest stories to life. The book was distributed to new parents at NYGH, in OB offices, and was made available on Amazon.

To amplify reach, NYGH took an earned media approach, engaging key influencers and media to share the book’s unique perspective. This launch strategy helped spread the word to thousands of parents who found resonance with the content.

“What No One Tells You When You’re Expecting” debuted at No. 1 on Amazon’s Pregnancy & Childbirth bestseller list and topped the Most Gifted book chart in the category. Four months post-launch, it continues to rank as the No. 1 bestseller in fertility and Most Gifted, and the No. 2 most wished-for book, with over 1,530 downloads. Beyond book sales, the campaign exceeded key objectives, attracting 1,530 new leads to NYGH’s donor pool – 53% above the original goal – and generating 3.7 million impressions, 270% above target. The campaign also drew 67,000 website visits, far surpassing the 30,000-visit objective.

Media coverage amplified the campaign’s reach, securing placements on top shows like Your Morning, CBC, and Cityline, generating national buzz for a local story. By addressing an emotional gap in existing pregnancy resources, NYGH connected deeply with Canadian parents and significantly boosted support for its birthing center campaign.

Credits

Agency: Courage Inc.
President: Niki Sahni
Chief Creative Officer Joel Holtby
Chief Creative Officer: Dhaval Bhatt
Chief Strategy Officer: Tom Kenny
Creative Director/ Copywriter: Domenique Raso
Creative Director/ Art Director: Cindy Marie Navarro
Designer: Marina Khouzam
Executive Director of Development: Shannon Miller
Group Strategy Director: Rami Dudin
Account Director: Kat Ledgett
Account Executive: Darita Odobo
Executive Producer: Clair Galea
Agency Print Producer: Sharon Langlotz
Agency Producer: Rachel D’Ercole
Editor: Marcus Barrie

Client: North York General Foundation
President & CEO, North York General Foundation: Seanna Millar
Chief Marketing & Communications Officer, North York General Foundation: Ya Shan Waley
Chief Communications Officer, North York General Hospital: Janine Hopkins
Director, Marketing & Communications, North York General Foundation: Lori D’Amore
Sr Specialist, Digital & Graphic Design: Cody Brifoglio

Illustrations: Hesty Reps
Illustrator: Emilie Muszczak
Managing Partner, Hesty Reps: Lisa Batke

Studio: MH Studio
Director Client Strategy: Phu Pham
Integrated Project Manager: Morgan Chan

Printer: Flash Reproduction
Project Manager: Cathay Gario Kocevski

Video + Photography Production
Production Company: Westside Studio
Director / Photographer: Teaunna Gray
Executive Producer: Ellie Winston

Video Production - New Parent Shoot
Production Company: Creator One Productions
Executive Producer / Director: Jordan De Guzman

Transfer: Alter Ego
Executive Producer: Hilda Periera
Colorist: Lily Henry

Audio: Vapor Music
Managing Partner: Lindsey Bates

Media
Digital Media: Other
Founding Partner: Nick Moretta
OOH Media: Outfront Media

PR: Middle Child
Managing Director: Sean Citrigno
Vice President: Gillian DiCesare