Honouring the Resilience of Unsung Healthcare Heroes

Project Overview

In December 2020, at the height of the COVID-19 pandemic, healthcare workers faced burnout and emotional exhaustion while continuing to serve their communities. To uplift their morale and highlight the often-overlooked heroes within the healthcare system, we launched the Humber Heroes campaign alongside Humber River Hospital (now Humber River Health) Leadership.

This campaign served as a visual tribute to frontline workers, acknowledging their strength, dedication, and resilience during an unprecedented crisis.

Team:

Ana Veiga Lang, HRH Marketing Manger

Lori D'Amore, HRH Foundation Director, Communications and Direct Marketing
Giovanna Dabner, Graphic Design + Photographer

Equipment used:

Nikon Z6
24 - 70 MM Lens

Canon Speedlite 430EX II

Software used:

The Challenge:

With limited resources and a tight budget, we needed to develop a compelling campaign that:

Highlighted the diverse roles within the healthcare system
Captured attention in high-traffic areas
Fostered community support and appreciation

total Budget:

Limited to printing costs

Creative Process

Concept Development

The goal was to elevate healthcare workers into the spotlight, portraying them as heroes rather than victims of burnout. Inspired by a powerful advertisement featuring Dr. Nimjee from Toronto Life, we envisioned portraying healthcare workers as superheroes.

Inspiration

The photographic style was directly inspired by Marvel’s 2018 Black Panther poster designs. By applying this same dramatic, superhero-inspired aesthetic to healthcare workers, we reinforced the idea that their work is extraordinary and worthy of recognition.

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First iteration

The initial campaign phase featured a series of dramatic portraits of healthcare workers, emphasizing:

Authentic emotion captured through expressive, high-contrast lighting
On-the-job elements (stethoscopes, PPE, ID badges) to symbolize dedication
Minimalist yet powerful messaging that allowed the visuals to speak for themselves

Placement: Billboard placed on the 401 Westside On-Ramp of Toronto, Ontario

Evolution into "Humber’s Very Own"

Due to its success, the Humber Heroes campaign was eventually adopted and expanded by the Humber River Hospital Foundation into Humber’s Very Own (HVO), an employee-giving program that encourages staff and physicians to donate through payroll deductions.

My Role in the HVO Expansion:

I was recruited to capture additional photography for the program’s launch
The new portraits maintained the cinematic aesthetic of Humber Heroes while integrating story-driven elements to personalize each staff member’s connection to the hospital
The imagery was used across internal campaigns, digital media, and print marketing to encourage participation

Branding + Visual Identity

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#48DFEF

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Outcome + Take aways

Campaign Impact & Recognition
Brought visibility to often-overlooked healthcare roles
Strengthened employee morale during the pandemic
Elevated everyday workers into symbols of resilience and strength
Expanded Into an Employee-Giving Program
Humber’s Very Own adapted the campaign’s aesthetic and messaging
Generated long-term engagement with hospital staff
Creative Learnings
Cinematic, high-impact visuals can transform any subject into a compelling campaign
Superhero-style photography resonates deeply when applied to real-world heroes
Resourcefulness in execution (using a hospital lobby as a studio) can achieve big results on a small budget