This year, University Health Network was ranked the #1 hospital in Canada and #2 in the world. As a marketer relatively new to the health care world, I admit my first instinct was to celebrate this by focusing on the groundbreaking discoveries, complex surgeries, or life-saving treatments pioneered at UHN. But what I’ve come to understand is that these milestones are only possible because of the people who dedicate their lives to advancing care, research and innovation – and the people whose lives are forever changed by the fruits of those advances.
That belief sits at the core of UHN Foundation’s newly launched advertising campaign, We Are UHNITED
Building on the momentum of UHN’s first-ever brand advertising campaign launched in 2024, this next phase puts focus on the collective effort that makes this hospital’s achievements possible. We Are UHNITED shines a light on the patients, clinicians, researchers, donors and community supporters who come together every day to advance the future of health care.
Created in-house at UHN Foundation and produced by Someplace Nice, the campaign features the real doctors, nurses, and grateful patient ambassadors of UHN united toward the same goal: To support cutting edge research, develop new treatments for disease, bring the best talent to Canada and help those who need it most. It aims to inspire people to see the power of what can be achieved when everyone comes together to reimagine the future of health care.
UHN is recognized as a world leader in patient care and innovation. It’s the place where health care is being reimagined to address homelessness through social medicine, where AI and the use of surgical robots are amplifying and extending expert capabilities in operating rooms to benefit patients in new ways and where new capital projects and infrastructure are providing more innovative access to care when patients need it most.
For UHN Foundation, this approach reflects a broader shift in the market on how non-profits communicate with supporters. Increasingly, donors and community members want to understand not only what organizations do, but why it matters and who benefits from their support. Authentic stories help bridge that gap by bringing complex issues to life in more meaningful ways. Through authentic storytelling, the campaign demonstrates how philanthropy is also a key contributor that is fueling world-class health care and research.
At a time when charities and non-profits across Canada are competing for attention in an increasingly crowded landscape, storytelling has become one of the most powerful tools available to build awareness, trust and engagement. For UHN Foundation, the goal was not simply to create an advertising campaign, but to create a deeper connection between Canadians and the people whose lives are being transformed through health care innovation.
“UHN has continued to rise among the world’s leading hospitals, a reflection of the dedication, expertise and compassion of TeamUHN,” says Dr. Kevin Smith, President and CEO of UHN. “UHN’s success is rooted in the talent and determination of our people, and the UHNITED campaign celebrates the impact we create together. As Canada’s hospital, UHN is helping lead the future of health care through discovery, innovation and patient care that improves lives here at home and around the world. UHNITED is more than a celebration of TeamUHN. It reflects the values that unite Canadians: a belief in caring for one another, advancing knowledge and working together to build a healthier future.”
Created in house at UHN Foundation and produced by Someplace Nice, the campaign features the real doctors, nurses, and grateful patient ambassadors of UHN, united toward the same goal: to support cutting edge research, develop new treatments for disease, bring the best talent to Canada and help those who need it most. It aims to inspire people to see the power of what can be achieved when everyone comes together to reimagine the future of health care.
“Through this advertising campaign we are inviting our fellow Canadians to unite with us in our mission to advance health care at Canada’s #1 hospital,” said Julie Quenneville, CEO of UHN Foundation. “The breakthroughs that define UHN are made possible when patients, health care teams, researchers, donors and our community come together around a shared purpose. UHNITED reflects the power of collective action and our belief that, together, we can create a healthier world.”
The We Are UHNITED ad campaign launched on TV, radio, out-of-home, print and digital on September 17, 2026.
Dave Sommer is Senior Vice President, Marketing and Communications of UHN Foundation. Sommer brings more than two decades of combined experience in communications and digital strategy to his role at UHN Foundation leading the Marketing and Communications team. In his career, Dave has supported some of Canada’s most well-known brands, government agencies and associations with urgent digital public affairs campaigns, crisis communications, long-term strategic planning, and hands-on content creation. At UHN, he oversees the team responsible for all of the Foundation’s communications, marketing, digital media and more. Born and raised in Montreal, he now lives in Toronto with his wife and their 2 children. To learn more please visit UHNITED.ca.
