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Sinai Health looks at ‘missing pieces’ in women’s health care in latest brand campaign

October 28, 2021

Sinai Health Foundation is launching the next installment of its brand campaign, called Missing Pieces, offering a look at women’s health issues that are often undertreated and misdiagnosed.

The Missing Pieces campaign aims to highlight Sinai Health’s expertise in women’s health, while acknowledging there are many gaps in our understanding of how to best diagnose and treat pressing women’s health issues, such as endometriosis and menopause.

“This campaign illustrates Sinai Health’s commitment to women’s health care issues,” said Louis de Melo, CEO of Sinai Health Foundation. “There are still too many unknowns when it comes to diagnosis, treatment, and cures for these conditions. Sinai Health is committed to filling those gaps, finding those answers, and solving the puzzle of women’s health.”

Developed by Huge and leveraging footage shot by award-winning photographer Goh Iromoto, the campaign examines a host of women’s health conditions, including fertility, complex pregnancies and mature women’s health. The campaign also features two mini-documentaries by Mark Rozeluk highlighting the courageous journeys of two patients and how Sinai Health’s experts are working to change the understanding of their conditions.

The campaign builds on the spring series of documentaries that established Sinai Health as a powerhouse in delivering happy, healthy families. As home to one of the busiest labour and delivery wards in Canada, Sinai Health welcomes more than 7,000 babies each year and houses one of the largest Neonatal Intensive Care Units in the country.

Meanwhile, the average person who menstruates spends half their life in menopause. About 80 per cent of people undergoing menopause experience symptoms, while 20 per cent are severely affected. Sinai Health’s program in Mature Women’s Health sees more than 2,000 patients annually from across Southern Ontario and the GTA and is one of the only clinics of its kind in Canada.

In addition, about 1 in 10 people of reproductive age will suffer from endometriosis, and many times without even knowing it. It can cause debilitating pain that all too often is dismissed as just “period pain,” leading to delays in diagnosis and treatment. In Canada, the time to diagnosis is 5.4 years, but can be as long as 20 years.

“Diseases with a profound impact on women’s quality of life are often dismissed and are far less researched,” said Dr. Ally Murji, a gynecologic surgeon at Mount Sinai Hospital. “This can mean women are unaware of what to watch for and monitor so they can effectively advocate for themselves.”

The Missing Pieces campaign will run from October through December on television, social media and in various locations throughout Toronto. Along with Huge, Sinai Health Foundation partnered with UM on strategic media planning and buying. Visit SinaiCares.ca to learn more about the campaign and how philanthropy fuels the discovery and delivery of life-changing care at Sinai Health every day.

About Sinai Health Foundation

Sinai Health Foundation takes the vision of Sinai Health’s physicians, clinicians, scientists, and healthcare providers and helps turn it into a reality. Philanthropy is essential for advancing research, care, and outcomes for those facing cancer, a high-risk pregnancy, stroke recovery, and other conditions and diseases. Thanks to philanthropy, SHF helps fund world-class facilities and offers patients access to some of the most impactful clinical trials and studies that have taken place over the past 30 years. www.sinaicares.ca

For further information:

Amanda Ferguson
Manager, Public Relations
Sinai Health Foundation


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