In September 2020, Sinai Health premiered its first-ever brand campaign at the Toronto International Film Festival, bringing its gold-standard care to the silver screen. Sinai Health is a leader in women’s and infants' health, cancer care, diabetes, palliative care, and research, and this campaign invited viewers inside its walls to see that expertise in action.
Patients allowed an award-winning cinematographer to be in the room as they gave birth, underwent stomach surgery and learned to walk again. The resulting documentaries take the viewer on a journey from research discoveries to groundbreaking surgeries and advances in maternal care.
The goal of the ongoing 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. Philanthropy provides for equipment, beds and a portion of capital costs not covered by government dollars.
Louis de Melo, Sinai Health Foundation's CEO, said the following about the campaign launch: "We are showing how excellent care is a force for hope, and more urgently needed now than ever. 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.”
Watch their stories now: SinaiCares.ca
Sinai Health’s Labour of Love program is the perfect way to celebrate your or your loved one’s baby and make a difference. With a minimum donation of $100, you’ll receive our adorable teddy bear and a custom certificate. The bear is named Eiko, after the first baby who underwent surgery in Canada to repair a form of spina bifida in-utero at just 25 weeks.
Thanks to this groundbreaking surgery, Eiko is thriving and catching up to her older brothers. Mom Romelia shares, “Baby Eiko is no longer a baby and will be starting school. She is now running, dancing, playing hallway soccer with her brother, telling us stories and enjoying life as a three-year-old. There is not one moment that I look at her without gratefulness in my heart for her amazing team at Mount Sinai Hospital.”
Every dollar raised through the Labour of Love program will be matched up to $1 million by a generous donation from the family of Sinai Health Foundation co-chair David Cynamon.