'Love, Scarborough' campaign seeks to close health-care funding gap by raising $100M

Scarborough is asking Toronto to share the love in terms of hospital donations.

In a new marketing campaign that launched this month, the Scarborough Well being Community (SHN) Basis says their amenities obtain lower than one per cent of hospital donations in Toronto—although it represents about 25 per cent of the town’s inhabitants.

“The hospitals in Scarborough have been chronically underfunded for many years now. And we see that within the ageing infrastructure, and simply within the lack of areas to increase,” Dr. Collette Rutherford, Company Chief and Medical Director of Obstetrics and Gynecology at SHN, instructed CP24 Friday morning.

“These donations are completely crucial when it comes to upgrades, expansions, new programming, and so we're reaching out to Toronto, as a as a bigger group, to assist us and to assist us in elevating this $100 million to raised serve and proceed to supply wonderful care to the folks of Scarborough.”

The marketing campaign, named “Love, Scarborough,” asks “when will all of us be handled equally,” declaring that the majority numerous neighborhoods are probably the most ignored in terms of healthcare.

Rutherford says that greater than half of the a million individuals who dwell within the space are newcomers to Canada and about 75 per cent of the inhabitants are seen minorities. And but, these newcomers are being handled within the oldest hospitals.

After reviewing monetary knowledge revealed to the Canadian Income Company, the SHN discovered that hospital foundations within the Metropolis of Toronto acquired donations of about $1 billion. Officers mentioned the SHN basis’s share, nevertheless, was lower than one per cent of that.

The mass media advertising marketing campaign “Love, Scarborough” hopes to vary that. In 26 letters—one for each letter of the alphabet—group leaders, sufferers, docs, employees and volunteers speak about what the SHN means to them and why they select to name Scarborough residence.

The marketing campaign has been broadly supported by varied companions, together with Bell Media, and politicians like Toronto Mayor John Tory, who final week raised the SHN Basis’s flag and declared “Love, Scarborough Day.”