Overview

Healthcare needs in northern Alberta are urgently rising – and the Grande Prairie Regional Hospital Foundation (GPRHF) is aiming to tackle the problem head on. Building on the strong foundation created through years of close work with WJ, in mid-2024 we began collaborating together to conceive of a four-year multimedia campaign that would last until 2029, and aim to raise $30M.

Challenge

Northern Alberta’s generosity is not in doubt. GPRHF has relied upon the kindness of the hard-working local community for years, channelling their donations to do untold good across the healthcare system. But this campaign would elevate GPRHF’s ambitions entirely, going above and beyond anything they had asked before. GPRHF therefore had to do more than make a case for funding – they had to make people see themselves in the future of healthcare.

Insight

‘Healthcare Feels Right At Home’ – as the campaign came to be known – leverages the strong communal spirit of the Grande Prairie region. It emphasizes that doctors and healthcare workers are first and foremost neighbours. Choosing to donate is presented not solely as an act of acquiring better surgical equipment, but as a selfless statement of societal enrichment benefitting all.

Results

“It’s March, 2025, as we speak, so obviously it’s difficult to talk about results when you’re three months into a four-year campaign,” says WJ’s Strategy Director, Pedro Porto Alegre, “But we have confidence that ‘Healthcare Feels Right at Home’ will prove a long-term success given our strategies and frameworks. And most importantly, we’re deploying ongoing monitoring against hardwired KPIs to gauge performance – we’ve got contingency tactics to fall back upon if we need to adjust.”