RCHF | Alexandra Kilian

Where BC Fights

Awareness and fundraising campaign for Royal Columbian Hospital Foundation

Established in 1862, Royal Columbian Hospital (RCH) is the oldest hospital in British Columbia and one of the busiest. A third of the province's population relies on the hospital's expertise in neurosurgery, trauma care, neonatal intensive care and open-heart surgery. Despite RCH's history, scale and status, brand awareness remained low. We created Where BC Fights for the RCH Foundation, a campaign that would both elevate the hospital's place in public consciousness and lead into a case for support campaign—driving donations for the critical redevelopment of its facilities, equipment and capacity.

Concept: Dave Smith / Madhushani Ramaraju
Copy/Scriptwriting: Alexandra Kilian
Photography: Simon Hayter

Agency: Signals Design Group

The campaign video

The core piece of the campaign was a video, built from stills shot at the hospital and starring the real doctors, nurses and caregivers of RCH. The script was written in the form of an oath from caregiver to patient, and the video reached 210,000 views on YouTube.