Sunnybrook Management Commentary and Analysis 2014/15

Cancer surgery, and a twin birth, in 140 characters
Building on the success of the heart
bypass surgery live-tweet, Sunnybrook
live-tweeted a colon cancer surgery in
November 2014 to raise awareness of
screening and prevention and to highlight
the innovative work of the Odette Cancer
Centre. The live-tweet was a “trending
topic”, one of the most talked about, on
Twitter in Toronto. Before the holidays,
Sunnybrook shared a twin-birth story
on social media, through text, photos,
video and infographics to highlight the
innovative care and research of the
Women and Babies Program.
Operation Raise a Flag
The web team led the digital campaign
for “Operation Raise a Flag,” using social
media, email and other digital assets
to promote the fundraising initiative.
Online buzz was generated by sharing
Veterans’ stories through social media,
including photos, text and also featured
a compelling video shown at the Air
Canada Centre during Raptors and Maple
Leafs games.
Raising awareness, one tweet at a time
The web and digital communications team
leveraged annual awareness campaigns
throughout 2014/15 to spread the word
about healthy behaviours to a number of
key audiences. The dangers of distracted
driving and walking generated significant
social media activity, including ‘shares’
from Sunnybrook’s partners at the Toronto
Police Service and PARTY Program. The
work of the youth psychiatry division was
highlighted during and around National
Child and Youth Mental Health Day, with
social media advertising and new expert
health tips on the Your Health Matters blog.
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