Unlike many other causes, worthy of your attention, regenerative medicine is still an abstract and in some cases, controversial issue among people. A lot of this comes with not having the right information and an understanding of what it’s really about. We see the benefits every day – be it generating tissue on a lung outside the body before transplant to encourage acceptance, or isolating a gene that causes diabetes.
It might explain how the brand became the challenger to the status quo. An alternative choice who believes regenerative medicine, could (and will) find cures to humanity’s most deadly diseases that once thought to be incurable.
Through a series of phased launch initiatives, we quickly established our voice within an already competitive non-for-profit market. It was based these 3 simple promises:
Trust that comes with being one of North America’s leading centres of research and innovation.
Accountable to patients, caregivers and healthcare professionals through a transparent and inclusive system that shows results.
Impatient to finding cures within our lifetime.
A series of outdoor boards were created within the University Health Network corridor. Their purpose, was to galvanize the partnership among many leading influencers in the area and to generate provocative conversation and debate among the public and garner support.
The campaign was anchored with a robust site, where we literally invited you into the McEwen lab. There, you could experience first-hand, the work they do and learn how important it is for you, or someone you love. Audiences were segmented into 3 categories:
Health Care Professionals, who intimately understand the ravishes of disease and who can help find a cure.
Patients, who are living with or have gone through a life-threatening disease who need a cure.
Caregivers, who are emotionally invested and hoping for a cure.
The McEwen Centre for Regenerative Medicine, is a leading global research facility focused on the terminal diseases that affect the heart, blood, lungs and nervous system. It’s part of the University Health Network in patient research, care and recognized globally for their efforts in regenerative health sciences.