Shoreline Medical Fundraising Campaign 2025/26
Project Details: Campaign concept, Creative direction, Copywriting, Photography direction, Out-of-home, Print advertising, Social media, Sponsorship deck, Event collateral, Video direction
Overview
“Well, this sucks.”
One in five people on the Saanich Peninsula has no family doctor or nurse practitioner. Shoreline Medical Society, the charity behind Shoreline Medical’s clinics in Sidney and Brentwood Bay and the Saanich Peninsula Youth Clinic, set out to change that with its 2025/26 fundraising campaign, Building Primary Care Together, and a goal of $500,000 by March 2026.
The campaign needed to get noticed and get people giving. We started from a feeling everyone on the Peninsula knows: the everyday health stuff that doesn’t belong in the ER, but still needs someone to see you. Well, this sucks. Finding care shouldn’t.
We went all in on one concept and kept it human, blunt and a little wry. Shoreline’s photo library was thin, so we art directed a new shoot around real, imperfect moments. The idea scaled across photography, text message style layouts and every size from Instagram posts to outdoor posters.
The campaign rolled out across the Peninsula in November 2025 on transit shelters, digital billboards, clinic posters, postcards, Seaside Magazine and Peninsula News Review ads and social, with a sponsorship deck and event signage for Glow Together, the community light-up at Centennial Park in Saanichton. We also provided creative direction on a TV spot for CHEK and direction for the campaign landing page.
The result was a campaign that was honest about the problem and easy for the whole Peninsula to get behind, inviting everyone to help build primary care, together.
