BrandingWest Park – I CAN Campaign

West Park Healthcare Centre Foundation

The West Park Foundation’s $100-million – I CAN – Capital Campaign represents Ontario’s largest fundraising campaign for adult rehabilitation. Through I CAN, West Park aims to become Canada’s premier rehabilitation hospital.

When West Park approached us to develop the communications strategy for this campaign their key goals were: raising awareness of the Foundation’s role in supporting West Park, applying strong messaging to the campaign, and strengthening relationships with existing and new donors.

The concept of I CAN is simple, and immediately communicates the tenacity of West Park patients and staff. We paired the positive I CAN message with activities most healthy individuals take for granted. For example, brochures and ads feature bold images with text that reads: I CAN Play, I CAN Laugh, I CAN Learn, I CAN Touch and I CAN Breathe. In addition, the bright, bold designs on the brochures and newsletter inspire curiosity and showcase the foundation’s fundraising progress.