MUHC Foundation Logo

Increasing Awareness Through Storytelling


The McGill University Health Centre (MUHC) Foundation is Canadian non-profit organization that exists to help improve the quality of life of patients who are treated at one of North America’s leading academic healthcare facilities.

The Foundation makes the difference between the standard of care and exceptional care offered at the MUHC through the purchase of state-of-the-art equipment, support for patient-centred activities, and funding of promising research.

The Challenge

With stiff competition for donor dollars in the healthcare sector, the MUHC Foundation was looking for a way to increase its presence and awareness in the community for their cause. It had an existing partnership with a local newspaper already in place and as part of this collaboration, the Foundation was allocated an article in each edition, which was published on a monthly basis in print and digital versions.

The MUHC Foundation needed content writing services to share the stories of some of the faces behind the hospital in order to inspire and engage people to donate to an institution that is at the heart of its community.

Our Solution

In collaboration with the Foundation’s communications team, we went to work on creating articles for their media partnership. The subjects were identified based on their alignment to current priorities and upcoming fundraising events but also their connection to Montreal, Quebec, Canada, the city in which the hospital is located.   

Vicara Marketing interviewed, crafted the story arc, and wrote the stories featuring an internationally-renowned surgeon, a highly talented infectious disease specialist and a grateful double transplant patient turned volunteer.     

Each of the stories that we wrote could also easily be adapted for the MUHC Foundation’s other digital platforms, including their website and social media networks.

Their Results

Distributed to close to 25,000 subscribers across the greater Montreal area, these stories helped make a stronger emotional connection to the people who are working tirelessly to bring positive change to the community. Digital versions of each article were viewed by hundreds and even thousands of people, and these stories were successful in building awareness for the MUHC Foundation and increase the amount of dollars raised for this charity. The articles are available to read on the website of The Montrealer.

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