The Health Sciences Centre Foundation raises money to improve the care and facilities at Health Sciences Centre (HSC), Winnipeg. The funds raised support patient care and expand research and care at HSC. ChangeMakers worked with the Foundation to develop a creative strategy to expand its reach and enhance its fundraising efforts on behalf of Health Sciences Centre. The campaign was Extraordinary! HSC. A multi-media campaign was developed and produced by ChangeMakers and included billboards, radio and television ads. The ads played off three story lines to illustrate the theme of extraordinary. ChangeMakers produced each ad format (billboard, radio and television) and coordinated and placed all the ads.